Supporters of former Brazilian President Jair Bolsonaro have initiated a boycott of the iconic flip-flop brand Havaianas following the release of a controversial television advertisement featuring actress Fernanda Torres. This backlash highlights the ongoing polarization within Brazilian society and the impact of political affiliations on consumer behavior.
The controversy erupted after Torres, a prominent figure in Brazilian cinema and the star of the Oscar-winning film “I’m Still Here,” appeared in a Havaianas advertisement. In the commercial, she expressed a desire for audiences to begin 2026 “with both feet” rather than “on the right foot.” This phrase was interpreted by Bolsonaro supporters as a veiled political statement, suggesting a preference for leftist ideologies over right-wing values.
Eduardo Bolsonaro, the son of the former president and a prominent figure in Brazil’s far-right movement, publicly criticized the advertisement. He labeled Torres as an “openly leftwing” spokesperson for a brand that he believes should represent national pride and unity. His comments reflect a broader sentiment among Bolsonaro’s supporters, who feel increasingly alienated by brands and public figures perceived as aligning with leftist politics.
The boycott of Havaianas is emblematic of a larger trend in Brazil, where consumer choices are increasingly influenced by political affiliations. Since Jair Bolsonaro’s presidency, which began in January 2019 and ended with his electoral defeat in October 2022, the nation has experienced heightened political tensions. Bolsonaro’s administration was marked by controversial policies and rhetoric that polarized the electorate, leading to a deeply divided society.
Following Bolsonaro’s defeat, the far-right movement in Brazil has struggled to maintain cohesion and direction. With Bolsonaro himself jailed for his role in an attempted coup, the movement has been left leaderless. This vacuum has led to a search for new symbols and causes, with the Havaianas boycott emerging as a focal point for discontent among Bolsonaro’s supporters.
Havaianas, founded in 1962, has long been regarded as a national symbol of Brazil, known for its colorful and comfortable flip-flops that have gained international popularity. The brand has often been associated with Brazilian culture and identity, making the current boycott particularly significant. The company’s response to the controversy has not yet been publicly articulated, but the implications of this backlash could affect its market position, especially among consumers who identify with Bolsonaro’s political ideology.
The timing of the advertisement and subsequent boycott is noteworthy, as Brazil approaches the 2026 presidential elections. Political analysts suggest that the polarization surrounding the Havaianas ad could foreshadow similar conflicts in the lead-up to the elections, as brands and public figures navigate the complex landscape of Brazilian politics. The incident may also influence how companies approach marketing and public relations in a country where political affiliations can significantly impact consumer behavior.
The boycott has sparked discussions on social media, with supporters of Bolsonaro rallying around the hashtag #CancelHavaianas. This movement reflects a growing trend among political groups to leverage social media platforms to organize and mobilize support for their causes. The implications of such boycotts extend beyond individual brands, as they can shape public discourse and influence the broader political landscape.
As the boycott continues, it remains to be seen how Havaianas will respond and whether the company will take steps to address the concerns raised by Bolsonaro’s supporters. The incident serves as a reminder of the increasingly intertwined nature of commerce and politics in Brazil, where consumer choices are often influenced by ideological beliefs.
In conclusion, the boycott of Havaianas by Bolsonaro supporters underscores the ongoing political divisions in Brazil and highlights the potential consequences for brands that engage in or are perceived to engage in political discourse. As the nation prepares for future elections, the intersection of consumer behavior and political ideology will likely remain a critical area of focus for both businesses and political actors.
