Revitalisation of Grants of St James's Black Tower wine brand which was underperforming due to increased competition from own label brands. Also, it couldn't justify price premium. Objective: to build the emotional appeal and increase brand usage. Media: TV in London and Granada. Low budget. Results: dramatic - an increased rate of sale in both areas. In Granada region: for every £1 spent, £2.26 of extra sales were generated. Market share gains in Granada. In London, volume sales declines were halted. Distribution gained in Sainsbury's and Tesco