High heel policies are still around. There are many places, events and even offices that demand women to wear high heels. Not only it’s sexist, but it’s also bad for women’s health. And Havaianas is all about feeling good and being yourself. So, we had to position the brand against these policies. Reminding everyone about how comfortable our flip flops are was a huge bonus.

In order to fight against enforced dress codes and incentivate women to free themselves from the oppression of having to use high heels, we created a special offer: swap you old high heels for Havaianas. The higher the heel, the bigger the discount on your new Havaianas.

We targeted young women, with influencers on social network and TV swapping their high heel shoes for Havaianas and talking about how absurd a dress code can be.

Every Havaianas store turned into a place where women could swap their old high heel shoes for new Havaianas. It began with a call on social media and incentivated every woman to position themselves against high heel policies.

The activation increased sales by 260% and also started a conversation on fashion media such as Vogue and Marie Claire) and the news about the offer, always with the sexism of high heel policies as a background. Consumers also identified themselves with the brand’s positioning, reinforcing the relation between Havaianas and the people.