The paper explores the brand’s less famous ‘Work Horse’ advertising. At over 70% of media spend, this works in tandem with the ‘Show Pony’ Christmas campaigns, powering year-round sales, without a monster in sight. The case illustrates how rigorous evaluation and continuous refinement make Christmas and year-round advertising work together to become more efficient each year. It estimates that in 2016, advertising generated £1.2 billion of extra revenue, and £414 million of extra profit.