Campaign revitalized product in six months from a position of severe decline. The brand had been indistinctive and lost the company's confidence. Creative solution was to give the brand a personality. Supported by merchandising a TV campaign ran in 1991 in South and Midlands. Campaign gave the brand a distinctive position, with a strong effect on sales force and trade, and improved volume, penetration and share. Advertising was dominant factor. Media used: press,TV and radio.