Brazil’s far-right is in turmoil, especially after Jair Bolsonaro’s supporters turned against the popular flip-flop brand, Havaianas. The drama started with an ad featuring actress Fernanda Torres. In it, she mentioned starting 2026 “not on the right foot,” but “with both feet.” Many interpreted this line as a dig at the right wing, sparking calls for a boycott from Bolsonaro’s followers.
Eduardo Bolsonaro, one of the former president’s sons, joined the protest by tossing Havaianas into a trash bin during a social media video. He criticized the brand for making Torres its spokesperson, labeling her as openly left-leaning and questioning the choice of a symbol he believed represented Brazil.
While neither Torres nor Havaianas has publicly commented, this situation mirrors past political boycotts seen in the U.S., like those against Bud Light over its partnership with a transgender influencer. Marketing expert Dr. Emma Lee noted, “Brands must tread carefully in polarized environments. A misstep can lead to significant financial losses.”
The aftermath of the boycott was swift. Estimates suggest that on the first day alone, Havaianas lost about £20 million in market value. Reactions varied widely. Supporters of the left laughed off the situation, with some suggesting that Bolsonaro’s followers could donate their sandals instead. Others made jokes about exchanging flip-flops for electronic ankle tags, a reference to Bolsonaro’s own legal troubles related to a failed coup attempt.
This controversy highlights a growing trend where brands become battlegrounds for political debates. Social media reactions have contributed to the increasing visibility of these conflicts, with hashtags and memes rapidly spreading across platforms. It’s a reminder of how intertwined consumer choices and political identities have become.
In recent years, consumer activism has grown more vocal, with statistics showing that 70% of consumers prefer to buy from brands that align with their values. This shift suggests that companies need to be aware of their audience and how their campaigns might be perceived politically.
For more insights on the impact of consumer activism, check out this report from the Harvard Business Review.
Havaianas now faces a challenging crossroads. How they respond to this backlash could set the tone for their future and reveal whether they can balance brand identity with the shifting political landscape in Brazil.
