This paper reveals how a long-term commitment to advertising ensured the maintenance of Carex as the UK's No. 1 hand washing brand and enabled category growth. This campaign also challenged the widely accepted belief that long-term advertising must have a consistent message. Carex has used six phases of successful, but different, creative ideas between the years of 1996-2006, but continually gave the market new messages about the brand. It has given customers new reasons to remain loyal and non-users reasons to reconsider. The advertising for this campaign has generated an estimated £35.9m incremental retail sales through an advertising investment of £10.4m