Schweppes Unveils Soft Vibes in New NGV Activation with Clemenger BBDO and Traffik

Schweppes has teamed up with the National Gallery of Victoria (NGV) for a unique activation called ‘SOFT,’ created by Clemenger BBDO and its activation division, Traffik. This experience focuses on engaging all the senses, offering a space filled with soft textures, soothing lighting, calming scents, and a gentle soundscape composed by Jess Green. Visitors can also enjoy a variety of Schweppes drinks, including soft drinks, mixers, and premium sodas.

The SOFT activation is part of Schweppes’ ‘A Sip for the Senses’ campaign, which was introduced in November 2023. This platform captures the sensory experience Schweppes aims to deliver with every sip of its beverages. SOFT was designed to bring that concept to life in a physical, immersive way.

Opened on December 15, the SOFT experience will run until January 11, 2025, in the NGV Garden. It coincides with the popular Yayoi Kusama exhibition at NGV, one of the gallery’s most anticipated events. The experience is further enhanced during NGV Friday Nights with a pop-up Schweppes bar in the Gallery Kitchen.

The team behind SOFT, including Clemenger’s chief creative officer Adrián Flores and executive creative director Ant Phillips, said the goal was to create a sensory experience as impactful as the drinks themselves. “We want people to feel, taste, and even hear the work,” said Flores.

Lauren Fildes, general manager of marketing at Asahi Lifestyle Beverages, shared that the collaboration with NGV was a thrilling opportunity to deliver an unforgettable experience that would immerse visitors in a complete sensory journey.

SOFT promises to be a memorable, sensory-rich experience, allowing visitors to connect with Schweppes in a truly unique and interactive way.

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