Venerable tonic brand Schweppes has somewhat belatedly come back to life – presumably due to the impact of FeverTree and all those other new rivals – and here’s its latest wheeze, the “dress for respect.”
A slinky outfit fitted with sensors to show in real time (don’t we love real time?) how often three women are accosted by men in a sweaty Brazilian night club. By Ogilvy Brazil.
All part of Schweppes’ ‘Character Required’ campaign.
It’s actually a pretty good campaign although you might argue that this is adland’s version of entrapment: you know what’s going to happen.
Clever of Ogilvy though, which is good at these reality exercises (cf. Dove).
MAA creative scale: 7.
