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Schweppervescent

The 1953 ad campaign created by Ogilvy and Mather for Schweppes is credited for the roughly 500% increase in sales that Schweppes experienced over a five year period. 500%......wow.

Commander Whitehead, the "Ambassador from Schweppes" was the central figure of this campaign. The Commander was a dashing dandy from the UK, generally in tweed and with a uniquely dignified VanDyke beard. The ads would depict him flirting with lovely damsels, relaxing at a picnic, or gracing a red-carpeted tarmac. His persona was grandiose, charismatic, rakish. He embodied the image of the British Scoundrel, surely at home with a gin-and-tonic in his hand. Happy Hour began for the good Commander whenever the mood might strike.

The role of Commander Whitehead was played by one of David Ogilvy's acquaintances (both men being actual Brits). The persona of the Commander was an exaggeration (but only slightly) of Mr. Ogilvy himself. David Ogilvy took the things that set him apart from his New York advertising colleagues, amplified them, and created another of his patented "BIG IDEAS".

An idea big enough to grow sales of Schweppes 5 times in as many years.

Cheers, Mr Ogilvy......good show.

http://www.ogilvy.com/#/The-Work/Galleries/ogilvy_classic_ads.aspx/shweppes/shweppes_gallery/

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