Following the 1980s yuppie cocktail boom, Archers, an alcoholic drink brand suffered from a dull and unfashionable image. The 1992 TV campaign focused on values of 'aspiration' and positioned Archers a stylish and upmarket drink. The core target audience was 20-24 year old women. The results of the campaign were consistently high growth for the 7 year on TV plus growth in image and awereness. It is estimated that advertising was responsible for 42% of volume over the period