This paper demonstrates how a little known brand called Dextro boldly targeted the energy drinks consumer, despite a budget of only £200,000, 1per cent of the sector spend. Dextro is an energy tablet that has been traditionally used by diabetics. However, in 2008 market size confines and the development of a diabetics-specialist brand limited its scope for growth. The solution was to expand its target audience by increasing its appeal in the competitive area of energy supplements and drinks. Using a creative idea to compel the target audience when they would be feeling worn down, the campaign was executed through print and internet, and was able to mirror the audience’s emotional state and increase its standout by being placed directly alongside relevant news stories. The campaign generated a payback of £1.18 per every £1 spent