Havaianas attempts to get its name in the dictionary

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.”

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