Decoding the DNA of ‘Grimy’ Havaianas: How they turned a meme into a masterclass in cultural fluency

Since their launch in 1962, Havaianas has embodied Brazil’s spirit: casual, joyful, and unapologetically local. Originally designed as affordable footwear for the working class, their simple design and durable rubber soles became a staple across Brazilian society.

Over time, Havaianas transcended class and geography, becoming a global fashion item while remaining deeply rooted in Brazilian identity, celebrating the country’s easy-going lifestyle, vibrant colours, and cultural pride. That same cultural authenticity continues to shape how the brand connects with its audience; recently proven through a playful renaming of a product that captured the internet’s attention.

In the latest instalment of our Decoding the DNA of… series, we spoke to Lara Machado, Innovation and Insights Consultant at Brand Genetics in Brazil, to explore how Havaianas turned local humour into a viral triumph, leveraging cultural fluency, emotional resonance, and brand agility to deepen its connection with Brazilian consumers.

The Background: From Footwear to Folklore

In 2025, Havaianas did something that elevated their cultural relevance even further than before. They listened, adapted, and responded to a single joke. When the brand released to the public a buttercream-coloured flip-flop, Brazilian consumers didn’t see it as “neutral” or “trendy” as a global audience might… They saw something inherently familiar. They saw a resemblance to the colour of worn-out white sandals that turn grimy with use; a recognised item in their country, where flip-flops are made to last and often put to full use.

Instead of resisting this comparison, Havaianas embraced and utilised it. They renamed the product ‘Encardida’, which is a Portuguese word for ‘grimy’ or ‘discoloured’. Then, they let the internet do the rest. This was more than your average reactive marketing; it was a moment of brand intimacy, where Havaianas met its audience in their own language, their own humour, and their own lived experiences. This resulted in a viral wave of engagement that felt organic, authentic, and unmistakably Brazilian.

Going viral by design

Within 48 hours of the renaming, Havaianas saw over 500,000 organic views on social media, 10+ media mentions, and an 84% spike in product conversions. The brand’s TikTok post announcing the change drew over 25,000 views, while a follow-up TikTok post featuring their IRL billboard showing the renamed flip-flops hit over 1 million views and over 67,000 likes. Comments poured in, praising the brand’s genius and cultural sensitivity.

The platform that this all transpired on, TikTok, also worked in its favour and endeared Havaianas to a much younger, digitally native, Brazilian audience. “Moreover,” says Lara Machado, “it secures its spot as a sandal that represents Brazil, by looking like what we wear every day, and by mimicking the way we speak colloquially. It comes closer to its audience, almost saying: We know who you are, and we are close to you.”

One user wrote, “Let’s face it, ‘encardida’ is much better than ‘buttercream’, right? Havaianas is Brazilian, and using terms in our language is infinitely superior. I loved the naming, and I already want one” – this comment saw over 9K likes.

This wasn’t a campaign built around celebrity endorsements or polished global messaging. It was built around a single moment, a laugh about a shared cultural truth which brought people together. It worked because Havaianas didn’t try to control the narrative; they joined it and leveraged that authenticity, remaining true to their roots.

Decoding the DNA: Drivers, eNablers and Abilities

Taking a step back to decode this: Havaianas’ viral success with the “Encardida” flip-flops was driven by its deep cultural awareness, emotional engagement, and rooted identity. This could be seen as the key Driver that helped the brand stand out in a global market by embracing local humour and speaking directly to its audience.

Success was also made possible by several eNablers, including the brand’s flexible tone, access to real-time consumer insights, and fluency across digital platforms. This allowed the moment to grow organically.

Underpinning it all were the core Abilities, like Havaianas’ agile marketing execution, creative storytelling that amplified community-led narratives, and a commitment to building cultural connections. Together, these elements created a campaign that felt authentic, timely, and unmistakably Brazilian.

Brand Takeaways for Marketers

1. Know your audience. Havaianas didn’t guess, they listened intently. By tuning into local humour and cultural nuance, they kept their brand fresh and familiar. While Havaianas, as a Brazilian company, already has a deep understanding of their audience, global brands can follow suit by doing their research and leveraging local expertise, so that they may act with confidence and authenticity.
2. Don’t take yourself too seriously. What could’ve been a PR misstep (grimy flipflops, anyone?) became a moment of joy. Havaianas showed humility and humour, which are two traits that build trust and make brands feel human.
3. Experiment with content strategy. The magic wasn’t in a polished ad but rather the product description, the TikTok replies, and the IRL billboard. Havaianas proved that creativity lives in the details and that storytelling can happen anywhere.

Riding the Wave

Havaianas’ “Grimy” flip-flops prove that viral success isn’t about chasing trends but rather is focused on recognising and jumping into them, respecting them, and responding with cultural fluency. In a world of polished campaigns and global influencers, sometimes the most powerful move is to say, “We see you. We get it. We’re with you.”

This was a cultural moment, and a perfect example of the kind of iconic brand behaviour that builds years’ worth of legacy, not just likes.