This paper describes the reinvigoration of a 30-year-old brand, prescribed for a variety of fibre-related conditions. The creative concept chosen, 'Fresh Fybothinking' was simple and quirky, injecting colour and vibrancy into the brand, engaging both healthcare professionals and the sales force which had been a fundamental factor leading to the decline of the brand. The new Fresh Fybothinking campaign established a clear positioning for the brand, changed deep-rooted perceptions and motivated the sales force, increasing sales for January to April by 3.38% versus the same period in 2004