Tesco's premium fuel, T99 was not selling well to the bulk demographic of their customer base, ie ABC1 Females with children. The T99 name was seen as a hi tech, boy racer performance fuel and not for them. The brief was to rebrand the fuel with a view towards the female demographic but without alienating the existing 'petrol head' customer base. Not easy! After a great deal of development and research the brief wandered further towards the 'petrol heads' and away from a more 'feminine' biased solution. The sell to the target market was then to be done via support materials explaining the benefits ie get more miles from a tank of fuel and dispelling the myths ie it will not break your ford fiesta. POS, collateral and radio were used for this.