Research showed consumers had a negative image towards condensed soup. Campbell's Condensed Soup had been on a 20 year sales decline. A new positioning for the brand was identified when discovered that consumers use the product as a cooking sauce. Advertising had to convey both benefits. Relaunch of reformulated product. Media: TV in various regions. Results: volume rose by 49% in 2 years, and share rose from 6% to 9%, in a competitive market. Increased sales of variants that featured in the advertising. Changed perception of the brand, in line with strategy.