This paper is about the power of continuity in advertising. The long-standing Felix campaign came under pressure when sales slumped in 2000-2001, however, Felix stuck with its existing campaign through tough times to emerge stronger, more efficient and more effective than its better-funded rivals. By spending a mere £2.5m per year over 16 years, the Felix campaign transformed a minor brand on the verge of de-listing into a mainstream brand with sales of over £138m a year. This paper demonstrates how long-running campaigns can be used effectively to introduce new news and to introduce products into a different market sector. When things are not going well, the answer is not always to change the advertising