This is a story about how a challenger online brand with a decreasing share of voice defied the unspoken advertising rules of Christmas and forecasts of declining sales in its category. In late 2021, online-only brands, such as Very, were predicted to lose year on year sales as more bricks and mortar stores were open, compared to 2020. Very’s strategy was to bring forward the launch of Christmas communications on TV, digital and outdoor to October. This case contains evidence that the retailer maintained gross revenue, grew share, and delivered a total profit return on marketing investment of £9.01.