Discusses Cadbury's Roses repositioning in 1979 to its position in 1993. Previous campaign perceived to have become tiresome. New campaign gave the basic idea a stronger focus. The twistwrap sector grew, thought largely because of Roses (which became brand leader about 1989). Suggested that advertising contributed to seasonal peaks in the chocolate market. Roses successfully captured the 'thank you' theme with a comparatively lower ad spend than its rival.