This paper shows how Vitality built a brand that is changing the most important factors for individuals when taking out health and life insurance and delivering incentives for people to take up healthier lifestyles through rewards programmes. The brand’s advertising has deployed a trademark icon, a lazy miniature dachshund named Stanley who represents the inner voice holding people back from healthy changes. It has also invested in product innovation and unusually for its category in radio advertising, as well as TV, outdoor and print. During the period covered by this case, the brand reported a 36% increase in individual policies, grew market share from 10 to 12% and generated 43.6% more revenues from individual policies.