Sex Pistols singer John Lydon's appearance in a TV commercial for Country Life butter in the U.K. has helped sales rise by 85% over the last quarter, according to parent company Dairy Crest's interim management statement.
Citing a slight rise of 4% in group sales for the nine months ending Dec. 31 2008, the company pinpoints Lydon's "Great British Butter" endorsement as a key factor in keeping its head above water after a reduction in doorstep sales and increasing milk prices made for a potentially challenging third quarter.
Coupled with "strong promotions," the company experienced an 85% increase in volume sales for its 'spreadable' brands in the quarter ending Dec. 31 2008.
The commercial -- featuring the rocker dressed head to toe in tweed - screened on major terrestrial and digital satellite channels from Oct. 1 until early Dec. 2008. It was part of a £5 million ($8.8 million at Oct. 2 rates) relaunch campaign by Country Life butter (Billboard.biz, Oct. 3 2008).