This paper demonstrates how a limited budget, focussed on effective TV advertising, successfully launched Resolva 24H. The weedkiller market, although mainstream, is a relatively small category in gradual decline. Faced with strong competition and being late entrants into a highly seasonal market, this brand challenged the conventional category approach by thinking disruptively and dramatising a new insight into the category which consumers readily engaged with. The creative brought the consumers’ feelings of annoyance towards garden weeds to life through an animated TV campaign. As a result the campaign was responsible for 59 per cent of annual sales