Delivering an estimated £19.8m of incremental profit, this case demonstrates how even large, established brands can find new ways to expand. By playing unexpectedly off the long-term advertising slogan of Specsavers, the 'I don't go to Specsavers' campaign created a step change in the growth of the brand's Home Visits proposition, increasing volumes by 32 per cent. More broadly, it prompted about 582,000 previous rejecters of the brand to book an eye test with Specsavers across its stores.