Melissa in Jellyland / SS24

Melissa, the largest brand in the portfolio of the Brazilian sandal manufacturer Grendene, sought to enhance its presence in North America. Despite being an iconic brand in its home country, there was a need for heightened awareness in North America.

Melissa’s iconic silhouette is the Possession, a classic fisherman-style Jelly Sandal. It had achieved mass popularity in the 80s and 90s, but the brand needed to reposition itself for the U.S. consumer.

The primary objective was to elevate brand awareness by emphasizing Melissa as the authentic originator of Jelly shoes. The focus of the campaign was to promote the Possession sandal, which required a balance between showcasing its timeless appeal and infusing a fresh, seasonal relevance. With this as the brief, Melissa In Jellyland was born.

Designed at: MirrorMirror™
Photography: Supplied by client