By 1984, 2 years after its launch, Anchor Aerosol Cream was a £10 million brand. However, by 1987/8 Anchor (the market leader) was up against increased competition, including own label. Research showed low brand awareness. Objective: increase awareness and even out seasonal peaks. Media: TV, using drip scheduling. Evaluation: sales increases, share decline turned into share growth, price premium was maintained.