Cooking oil seen as an alternative to fat or lard with Mazola and Spry as the main brands, at the time product seen as a cooking medium with no food value rather than an ingredient. Fact of being 100% corn oil not perceived by consumers to be relevant. Advertising stopped in 1979 and brand share dropped. As deep frying was in decline research began to look for other cooking activities for the product and to convert consumers from using fat in other areas. New strategy rolled out in stages. Purity image and use for salads. Campaign succeeded in moving the product into new areas and added value.