About Packaging and Exposure

Packaging is your product’s first impression and it’s a very important element in the client’s purchase decision. The way you “dress” your product and the way you create exposure can make a big difference in your sales numbers.

You may have heard about the Brazilian flip-flops Havaianas. Their unmistakable design and marketing strategy took the flip flops to a different level of appreciation, from a popular product in the 70’s, to a desired and sophisticated worldwide known footwear. Although it was a new concept back in 1962, based on a Japanese model, the sandals had no special attractions. They were plain white with a blue strap offered at a very popular price.

Soon enough imitations were popping up in the market, creating a need for visible changes in the brand concept. Havaianas became colorful and more comfortable with the sandal’s packaging following its style.

The strategy, created by some of the best Brazilian Digital Artists including Adhemas Batista and Guilherme Marconi, consisted of changing the product’s image into a modern, comfortable and well designed sandal that reached a new range of clients both in and out Brazil.

Aside from big budget campaigns starring Brazilian celebrities, Havaianas also developed a new way to expose the product. They created a wide stand where the sandals could be easily spotted, increasing exposure and, of course, sales.

Years later, the first flagship store was inaugurated at one of the most active commercial centers in São Paulo. Here the public could choose from the classic models to a variety of customization.

Your marketing starts with your product, not only with its quality, but also in the way you present it to your market. Sending your message correctly while creating recognition and differentiation is crucial. Every detail is important to create consistency with you product’s concept.