Aqua Optima, a manufacturer of the filters used in water filter kettles, was a component brand in a small product category. This category was facing a difficult future with both host brands and key retailers losing interest. Talk of delisting and withdrawal from the market provided the context for difficult sales meetings with partner brands and retailers. By identifying and communicating the key health benefits of drinking filtered water for consumers, the 'crystal clear thinking' campaign allowed a component brand with a small budget to make a significant impact on a category with unrecognised potential. The campaign led to the rise of Aqua Optima's share of the water-filter kettle category, taking it from 20% to 55% between summer 2006 and January 2007