Schweppes tackles club gropers with the “dress for respect”

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.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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