A masterbrand strategy and renewed investment in advertising have revitalised the Bendicks brand. This paper shows how advertising has stemmed the decline of the core mints business and helped to create incremental sales of £3.17m in the years 2003-5, well in excess of the media spend of £2.43m. It has also boosted sales of the Mingles sub-brand, successfully launched the new Gorgeous sub-brand and created incremental growth for Bendicks Core Mints. Forward projections show an estimated value of £9.45m for the core mint business by 2007 versus £5.31m without advertising