Advertising conventions were defied by communicating a benefit of the product by building on the emotional value of the brand. The brand faced stiff competition and had a low budget but was able to deliver beyond expectations. Awareness of 'Breatheasy' increased, odour-free paint became closely associated with the Crown brand. Emotional measures improved with the brand perceived as warm and approachable, and the decision to purchase grew. Sales and profits grew. Crown seen as a 'colourful' brand despite the fact the colour choice of Dulux was so much greater, 220 colours versus 1,820