CONSUMER BRANDS

Fresh Cream Cakes

Request

The National Dairy Council wanted to sell more cream via its use in cakes.

Response

This is the only case study from my time as a Creative Group Head at Ogilvy’s. The line "Naughty but Nice" originated as a caption on one of several research concepts. It developed into a campaign of 15 second TV commercials using performers who were themselves naughty but nice e.g. Willie Rushton, Pat Coombes, Frankie Howerd.

Result

Sales surpassed expectations and the tag line passed into the language.