Monday, 29 October 2012 10:26

Culture influencing lexicon

In celebrating their 50th birthday, Havianas have engaged in a marketing ploy to try to have the word ‘Havianas’ in the dictionary http://www.ihav.com.au.  This is based on the insight that the Brazilian brand of thong has become so ingrained in Australian culture, beyond standard usage situations of summer, beach and sand. Using an experiential marketing approach, Havianas are taking advantage of the power of the people to rally behind their campaign to get the brand name into the dictionary … certainly a potent way to show the influence of culture. Whether or not the campaign actually succeeds in getting the name formally recognised as being part of Australian lexicon, it may well be on its way to success by getting people talking about the brand.

Last modified on Monday, 29 October 2012 13:26