Summary:
- Havaianas organized a two-day activation at Mont Blanc on December 13-14, 2025, targeting Gen Z audiences and extending brand presence beyond summer months
- Six TikTok content creators participated in an experience at La Grolla Chalet, arriving on branded snowmobiles and attending a Brazilian band performance
- A public igloo installation at The Outsider in Courmayeur offered product customization, DJ sets, and branded lounge areas throughout the weekend
The Brazilian flip-flop brand Havaianas staged a winter activation at Mont Blanc on December 13 and 14, 2025. The event represented the company's first alpine campaign, part of an effort to expand its seasonal marketing beyond traditional summer positioning.
The activation took place across two locations near Courmayeur. Six content creators from TikTok traveled to La Grolla Chalet on snowmobiles wrapped in Havaianas branding. Upon arrival, they received kits containing flip-flops and socks. The chalet hosted a performance by a Brazilian band, creating what organizers described as a tropical atmosphere in the alpine setting.
At The Outsider, a popular après-ski venue in central Courmayeur, Havaianas installed a branded igloo. The structure opened to the public on Saturday afternoon and remained accessible through Sunday evening. Inside, visitors found stations for customizing flip-flops and socks with brand pins. Outside, the company set up red lounge furniture including beach chairs and poufs, along with blankets for guests.
On Saturday, December 13, from 3:30 PM to 7:30 PM, DJ Garon performed at the igloo location. Sunday's programming focused on general public access, allowing skiers and snowboarders to explore the installation and customize products at their own pace.
The brand positioned the event as an attempt to demonstrate how its Brazilian identity translates to winter contexts. Company materials stated the project aimed to redefine seasonal boundaries and establish Havaianas as a lifestyle brand beyond beach settings.
The activation combined several elements typical of influencer marketing campaigns. Content creators generated social media posts from the chalet experience. The public installation in Courmayeur offered direct consumer engagement through product interaction and customization. The presence of live music and DJ performances added entertainment value to both aspects of the event.
Havaianas built the experience around contrasts between its summer associations and the winter mountain environment. Red furniture against snow, Brazilian music in an alpine chalet, and flip-flops at a ski resort all emphasized this juxtaposition. The company framed these contrasts as central to the campaign's appeal.
The igloo at The Outsider served multiple functions. It acted as a retail touchpoint where consumers interacted with products. It provided a branded social space during prime après-ski hours. And it offered photo opportunities with distinctive visual elements that encouraged social media sharing.
The event structure separated influencer activities from public engagement. Content creators received an exclusive experience at the mountain chalet, designed to generate premium content. The Courmayeur igloo operated as a consumer-facing activation with broader accessibility.
By choosing Mont Blanc and Courmayeur, Havaianas selected a location with established winter tourism infrastructure and a demographic that aligns with its target audience. The resort attracts international visitors and maintains a profile within European lifestyle and fashion circles.
The company described the initiative as part of its brand evolution. Moving into winter marketing requires adapting messaging and visual identity developed for beach contexts. The Mont Blanc activation tested whether Havaianas' core attributes, color and Brazilian cultural references, function in cold-weather settings.
Product customization formed a key component of consumer interaction. Visitors added pins to flip-flops and socks, creating personalized items while engaging directly with merchandise. This approach combines experiential marketing with light retail activity.
Staff
Casawi Magazine: based in Milan, we celebrate youth culture, creativity, and community across fashion, sports, music, art, design & more.
@casawi.magazine