Schweppes Put Three Women in 'The Dress for Respect'
Ellen Smith — May 22, 2018 — Social Good
Hot off the heels of the #METOO movement, the beverage brand Schweppes conducted an experiment entitled 'The Dress for Respect' which monitored the sexual harassment that women experienced in a Brazilian nightclub.
To pull off this stunt, the beverage brand partnered with the agency Oglivy Brazil and crafted a dress that was equipped with sensors. These sensors could detect exactly where and when the wearer was touched. This information was then sent to researchers in real-time. Three women wore the dress and after just three hours 47 minutes the women were touched 157 times, which averages out to be about 40 touches an hour.
This socially responsible stunt functioned under the simple message of approaching women with respect.
To pull off this stunt, the beverage brand partnered with the agency Oglivy Brazil and crafted a dress that was equipped with sensors. These sensors could detect exactly where and when the wearer was touched. This information was then sent to researchers in real-time. Three women wore the dress and after just three hours 47 minutes the women were touched 157 times, which averages out to be about 40 touches an hour.
This socially responsible stunt functioned under the simple message of approaching women with respect.
Trend Themes
1. Nightclub Sexual Harassment Monitoring - Advancements in wearable technology and sensor-based clothing can help monitor and prevent sexual harassment in nightclubs.
2. Real-time Tracking Technology - Real-time tracking technology can provide powerful insights into customer behavior and preferences that can aid in product innovation, marketing, and customer service.
3. Socially Responsible Marketing Stunts - Creative and socially responsible marketing stunts can help brands differentiate themselves from the competition, build brand identity, and earn customer loyalty.
Industry Implications
1. Nightclubs - Nightclubs can leverage wearable technology and sensor-based clothing to enhance customer experiences, prevent sexual harassment, and collect valuable data for business insights.
2. Fashion - The fashion industry can explore the intersection of wearable technology and fashion to design and produce clothing that not only looks good but also serves a functional purpose and delivers valuable data for research and innovation.
3. Beverage - Beverage brands can develop creative and socially responsible marketing stunts that resonate with customers, amplify brand awareness, and build brand loyalty while also addressing social issues like sexual harassment and gender equality.
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