A need to revitalize the brand in a declining market. Market was split between 'sweetcream' like Anchor and 'lactic' which included Lurpak. Wanted to show the latter had more to offer in terms of taste. Aim to attract younger users and get them to try the brand. In 1986 TV advertising in London and North with a further TV burst in London with a price promotion allied with Capital Radio. All aims were achieved including sales and brand improvements. Positive changes to perceptions of taste and attraction of younger users. In conclusion the brand was given new life