In a category where consumers just bought on flavour we saw the problem. Fresh’n Fruity was doing everything right, but that was so wrong. The flavour was the most prominent thing on their pack, but it was on everyone else’s too. So we turned the model on its head, swam against the tide, and made each pack a billboard, literally and figuratively. It worked. Fresh’n Fruity immediately jumped into double-digit growth and absolutely creamed the competition. There’s a salient lesson; category conventions are never a substitute for independent thinking.