A Brazilian shoe store chain briefly sold Havaianas flip-flops for just $0.20 each after a politically charged advertising campaign from the sandal maker sparked a conservative backlash. The flash sale at Calçados Guarani in Brusque, Santa catarina, quickly tired the store’s entire Havaianas stock as shoppers responded to boycott calls circulating on social media. This incident underscores the growing trend of brands navigating politically sensitive territory adn the immediate financial consequences of consumer reactions.
A shoe store in Brazil briefly sold Havaianas flip-flops for just $0.20 each, quickly selling out its entire stock following a conservative backlash to the brand’s recent advertising campaign.
A footwear retailer in Brusque, Santa Catarina, sold Havaianas sandals for the equivalent of $0.20 (R$1) each, rapidly exhausting its supply. According to Calçados Guarani, the promotion was a direct response to a boycott of the sandals on social media, fueled by conservative political figures after a recent Havaianas ad sparked controversy.
The store announced on Monday, December 22nd, that it would discontinue selling the “brand indefinitely,” stating that the advertising campaign was a “provocation to the conservative population, of which we are a part.”
In a social media statement, Calçados Guarani announced that all three of its locations would sell every pair of Havaianas for the symbolic price while supplies lasted—and confirmed on Monday that all sandals had been sold.
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Read more: Understand the controversy between the right and Havaianas after the commercial with Fernanda Torres
The controversy began after Havaianas released a commercial featuring actress Fernanda Torres, who used a play on words about starting the year “on both feet” instead of “on the right foot.” The message was interpreted by right-leaning politicians and influencers as a political statement by the brand, leading to public criticism and boycott calls. This incident highlights the increasing intersection of brand marketing and political discourse.
The impact of the controversy extended to the financial market: shares of Alpargatas (ALPA4; ALPA3), the company responsible for Havaianas, fell 2.39%, resulting in estimated losses of $152 million in market value. On Tuesday, December 23rd, the company’s shares began to recover.
