This paper explores how BDH\TBWA stimulated the growth of Original Source without diluting its values, nor the strength of the relationship it had with its consumers. They achieved this by creating an original campaign that retained the brand's 'cult' feel. The strategy enabled consumers to discover the brand as they had always done, but discover it in significantly greater numbers. This was done via a bold, disruptive creative idea, exposed in an unconventional manner via a conventional medium - television. The TV advertising generated incremental retail sales of £657k by December 2006, with the eventual total impact of advertising reaching £1.6m over three years. This paper demonstrates that a disruptive approach can make a measurable difference for smaller brands, both in terms of development goals and, ultimately, financial payback.