For the first time in 1983 Optrex was facing competition from a new brand and needed to revitalize. From 1983, campaign had consistent spend using mostly TV with some radio. Sales decline reversed, share increased from 84% (1983) to 91% (1991). Market grew 33% in volume terms. Improving usage, penetration, brand awareness and perception of value for money. Paper includes a calculation of the financial contribution of advertising.