Full Breakdown
Havaianas Boycott: The Far Right's New Target in Brazil
12/23/2025, 9:49:48 PM
Controversy Over a Television Ad
The Brazilian flip-flop brand Havaianas has become embroiled in controversy following a television advertisement featuring actor Fernanda Torres. In the ad, Torres expressed a hope that audiences would not start 2026 “on the right foot,” but rather “with both feet.” This statement was interpreted by supporters of former President Jair Bolsonaro as a political jab at the right, prompting calls for a boycott of the brand. The backlash mirrors similar actions taken by conservative groups in the United States against brands like Bud Light and Keurig.
Eduardo Bolsonaro, the son of Jair Bolsonaro and a former congressman, publicly condemned the ad. He recorded a video in which he discarded a pair of Havaianas, expressing disappointment that the brand had chosen a spokesperson he deemed "openly left wing." Eduardo Bolsonaro stated, “I thought this here was a national symbol... But I was mistaken.” The boycott reportedly resulted in a loss of approximately £20 million in Havaianas' market value on the first day of the protest.
Reactions and Implications
The response to the boycott has been mixed. Supporters of Bolsonaro have called for the boycott, while those on the left have reacted with a blend of earnest appeals and mockery. Some left-leaning individuals suggested donating Havaianas sandals, while others humorously offered to exchange the flip-flops for electronic ankle tags, referencing Bolsonaro's own legal troubles. The ankle tag has become a symbol of his downfall, particularly after he was caught attempting to destroy it, leading to his transfer from house arrest to prison for his role in a plot to overturn the 2022 election results.
Official Statements & Responses
Neither Fernanda Torres nor Havaianas has issued a public statement regarding the controversy. However, Eduardo Bolsonaro has drawn parallels between the Havaianas boycott and the backlash faced by Bud Light in the U.S., suggesting that both brands have lost touch with their consumer base. He remarked, “I’ll tell the marketing people [at Havaianas] to get advice from the Budweiser marketing department here in the US, which also lost touch with reality.”
Criticism & Opposition
Critics of the boycott argue that it reflects a growing trend of politicizing consumer choices in Brazil, similar to what has been observed in the United States. The left has mocked the boycott, viewing it as an overreaction that could ultimately backfire on Bolsonaro's supporters.
What's Next
As the boycott continues, it remains to be seen how Havaianas will respond and whether the backlash will have lasting effects on the brand's reputation and market performance. The situation highlights the intersection of consumer culture and political identity in contemporary Brazil.
