Shhh! Schweppes delivers soft vibes in new NGV activation, via Clemenger BBDO and Traffik
Soft drink brand Schweppes is drawing consumers into a world of softness through an activation with the National Gallery of Victoria (NGV), via creative agency Clemenger BBDO and Traffik – its activation division.
The tangible experience – ‘SOFT’ – delivers a space where everything within it, from textures to lighting and scents, is all soft. In addition to a selection of Scheweppes’ drinks available, it also features a score developed by Australian composer and musician, Jess Green, and composer, Axyl Dennison.
It was designed as an added component of Schweppes’ ‘A Sip for your Senses’ – a brand platform released in November 2023 that was created off the back of the feeling consumers get when they open a Schweppes product.
SOFT officially opened on December 15, and its scheduled to run until January 11, 2025 at NGV Garden.
“We want to make all of our work for Schweppes as much of a sensory experience as the product itself,” shared Ant Phillips, Clemenger’s executive creative director. “With SOFT, we’re taking things to a whole new level. A really, really soft level.”
“We aim to make work Australians talk about. But now they can also feel it, taste it, and even hear it,” added Adrián Flores, the creative agency’s chief creative officer.
“And hopefully they will then talk about it. Preferably not softly though.”
When asked about the project, Clemenger’s senior creative, Ellie Dunn, said it was “honour” to produce a piece of work at the NGV.
“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?” Dunn said.
The SOFT experience is further amplified by a pop-up Schweppes bar located in the Gallery Kitchen during NGV Friday Nights.
“We are thrilled to partner with the NGV to bring ‘SOFT’ by Schweppes to life,” said Asahi Lifestyle Beverages’ general manager of marketing, Lauren Fildes.
“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.”
Schweppes’ activation is officially playing alongside NGV’s exhibition for Japanese artist Yayoi Kusama.
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
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
Traffik
Senior Producer: Katie Hood
Acting Managing Partner: Taryn Watson
Chemistry Set
Head of Cultural Design: Rhian Mason
Social Media and Content Director: Elly Brand
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
Adrián Flores
Ant Phillips
Asahi Lifestyle Beverages
Axyl Dennison
Clemenger BBDO
Ellie Dunn
Lauren Fildes
National Gallery of Victoria
NGV
Schweppes
Traffik
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