Schweppes, a brand that has nightclub as its main point of sales and men as its primary essential target, needed to launch its new global positioning ‘Character required’ in Brazil. A belief about appreciate the adult life as the best moment of life and enjoying nightlife with maturity. While this suits perfectly across the globe, in Brazil it was still a challenge due to a men social behavior mainly during nightlife. In Brazil, 86% of women have already been harassed in a club (Source: ‘Chega de Fiu Fiu’ – Think Olga, 2013). And, although the abuse discussion is increasing, there is a notion that when a woman talks about it, she is whining. Schweppes then realized that building character wouldn’t be easy and done overnight. We challenged ourselves to clash with our target. Even with a powerful and provocative speech, it was time to show what character really means and what men were actually doing. More than a brand campaign, we created a real life experience, bringing a very relevant social subject. Schweppes felt that it was in a position to show to men the difference between flirting and abuse, and that women were not whining about it. We created Dress for Respect. A dress made with an ultrasensitive tissue that register every touch received. 3 different women wore the Dress for Respect to a popular nightclub in São Paulo, Brazil. The dress sent to a control unit every information in real-time of the unconsented touches (where they happened, the intensity, duration) they received from men who tried to approach – or simply put their hands on them. With 6 hidden cameras and 2 disguised photographers, we could register what those men said and how they acted. The real-time action became a video, launching its new positioning ‘Character required’. Nothing more needed for this situation than character. There were no way men couldn’t see the harassment. For Schweppes, nothing more important than make them realize that harassment isn’t flirt. The campaign brought not only amazing Commercial, Marketing and Communication results, but also helped to spread a very important social message: The Facebook video generated discussions about harassment not only in Brazil, but also globally. In less than a week, the video registered more than 600.000 views. After Brazil, USA was the country with most mentions, followed by Spain and the UK. The most related subject was the difference between flirting and abuse. Women shared it demanding change from men, registering about 97% positive feeling, related to the situation shown on the video. Men interacted too, criticizing those who disrespect women. The fact that a big consumer brand had finally talked about the issue was also recognized. In a market that is dominated by one leader, we had awesome results: increase in volume of 22% (2018 vs 2017), May (when we published the first time) and July were one of the highest growth peaks with 35% vs PY, Schweppes market share got 1.4pp of growth in tonics (May-December 2018 vs 2017).