Slendertone was a brand banished to the attic, literally. One of those products a lot of people’s Mums had bought and then forgot about.  The issue was nobody believed it worked; that you could put it on, binge a box set, and emerge with ripped abs.

‘Start Here’ dialled down expectation and poistioned the product as a legitimate way to start getting your tummy toned. It also helped taking it off the Home Shopping Network and onto proper TV.

Results? Sales up 64% year-on-year. And some people got toned abs.