35 years old and the first alcoholic beverage to be marketed to women. By 1982 it was seen as old fashioned, not a 'cool' brand. This campaign wanted to present the product in a new context as a contemporary drink but without alienating its current users. TV campaign 'Trendy Joint' was aimed at mid-market younger women and aired at different times, not at mainly Christmas as had been the norm. Advertising contribution to both sales and profit increase confirmed by OHAL modelling.