A campaign to get a popular thong brand name into the dictionary has launched online and through experiential activity at Sydney’s Customs House.
Brazilian brand Havaianas is looking to get its trademarked name into the Macquarie Dictionary by trying to prove it has become the generic term for a thong in the Australian lexicon.
The campaign was created by experiential agency Play Commnunication to celebrate the brand’s 50th anniversary.
Natasha Nikolovski, marketing coordinator for Play, told Mumbrella: “It’s about showing the brand is so iconic within our beach and fashion culture that it is more than a brand and is synonymous with summer and Australia.”
Through the microsite ihav.com.au and via a giant three-dimensional Havaianas logo set to tour major cities, the campaign launched first at Sydney’s Customs House with an experiential push.
Play will build the submission of words and photos from members of the public about what the brand means to them.
Shani Langi-Latukefu, MD of Play, said in a statement: “We really wanted to develop a campaign that showcased how Havaianas has become a staple in the Australian lifestyle. Havaianas is an iconic brand that is synonymous with the Australian culture, and we felt that would really resonate with consumers, and encourage them to support the campaign.”
Other brands to be included in dictionaries in the past include Hoover, which became a verb meaning to vacuum, and Speedo, a generic word for swimming trunks. Roll Royce has also been used to mean the very best of something.
This is the first Havaianas campaign by Play.