Schweppes has been making the most of the no-alcohol trend with a new range of flavoured soft drinks. Now, at the end of a hard year, Schweppes has taken the soft out of soft drinks and put it in the National Gallery of Victoria (NGV) with a new activation called SOFT from Clemenger BBDO and its activation arm, Traffik.
SOFT is a sensory-inducing space serving up all things soft and soothing – soft textures, soft scents, soft lighting, a soft soundscape by acclaimed composers, Jess Green and Axyl Dennison, and plenty of Schweppes soft drinks, mixers and premium sodas.
The activation brings to life the Schweppes platform, A Sip for the Senses, that Clems developed last year, and is supported with a social series:
In his softest voice, Clemenger chief creative officer Adrián Flores, commented, “We aim to make work Australians talk about. But now they can also feel it, taste it, and even hear it. And hopefully they will then talk about it. Preferably not softly though.”
Executive creative director, Ant Phillips, added evenly more softly, “We want to make all of our work for Schweppes as much of a sensory experience as the product itself. With SOFT, we’re taking things to a whole new level. A really, really soft level.”
With the softest voice of all, senior creative, Ellie Dunn, noted, “We’ve always had a soft spot for the NGV. So it’s an honour to create something there. I guess that technically makes us artists now?”
SOFT is running alongside the Yayoi Kusama exhibition, which is predicted to be NGV’s most popular exhibition of all time.
Lauren Fildes, general manager of marketing at Asahi Lifestyle Beverages, commented, “We are thrilled to partner with the NGV to bring ‘SOFT’ by Schweppes to life. This experience is designed to immerse visitors in a complete sensory journey. Every detail has been thoughtfully curated to deliver a truly unique and unforgettable experience.”
The activation opened December 15 and runs through to January 11 2025 in the NGV Garden. The softness continues during NGV Friday Nights with a soft pop-up Schweppes bar in the Gallery Kitchen.
Credits:
Client: Asahi Lifestyle Beverages
General Manager: Marketing: Lauren Fildes
Head of Carbonated Brand: Jarrod Dooley
Marketing Manager: Simone Reid
Brand Manager: Emily Devine
Head of Sponsorships: Bianca Merrington
Partnerships & Events Lead: Amelia Standfield
Creative Agency: Clemenger BBDO
Chief Creative Officer: Adrián Flores
Executive Creative Director: Anthony Phillips
Senior Copywriter: Ellie Dunn
Senior Art Director: Lisa Dupré
Chief Strategy & Experience Officer: Simon Wassef
Senior Strategy Director: Ness Quincey
Behavioural Scientist: Len Duniec
Group Business Director: James Kerr
Business Director: Tony Dediu
Production: Traffik
Senior Producer: Katie Hood
Acting Managing Partner: Taryn Watson
PR & Social: Chemistry Set
Head of Cultural Design: Rhian Mason
Social Media and Content Director: Elly Brand
