Schweppes Uses A Sensing Dress To Track Harassment In Social Settings

Schweppes Uses A Sensing Dress To Track Harassment In Social Settings
Advertising

The beverage brand conducted an experiment in a Brazilian nightclub to address sexual harassment endured by women

Jiwon Kim
  • 29 may 2018

Brands are not exempt from thinking about the importance and implications of the #MeToo movement. It’s clear that women have to deal with unwanted advances all the time and that a night out is not always the best experience. Beverage brand Schweppes decided to weight in by creating a sensing garment called “the Dress for Respect.”

Schweppes conducted this experimental campaign in Brazil, where 86% of women say they have been sexually harassed in a nightclub. Agency Ogilvy Brazil created a dress that was fitted with multiple sensors that track when and where the wearer is touched. They got three women to wear this dress to a São Paulo nightclub. With every touch, data was sent over via Wi-Fi in real time. In three hours and 47 minutes, the women were touched 157 times—an average of more than 40 times per hour.

The message that Schweppes wants to send is fairly straightforward: approach women with respect. As a company that produces beverages that are often used in alcoholic drinks, it makes sense that Schweppes wants to take a position nightlife behavior.

Schweppes

Brands are not exempt from thinking about the importance and implications of the #MeToo movement. It’s clear that women have to deal with unwanted advances all the time and that a night out is not always the best experience. Beverage brand Schweppes decided to weight in by creating a sensing garment called “the Dress for Respect.”

+advertising
+beverage
+brazil
+Entertainment
+Fashion
+Food
+Latin America
+Nightlife
+sensors
+women

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.