Brief Description: This paper covers the advertising history of Solvite adhesive since 1978. A Consistent TV campaign and modest spend (£12m per year) led to a cumulative price premium and achieved brand leadership. This has created long-term payback of more than £65m. ROI is greater thatn 540%. Argues that growth and ROI would not have been achievable without advertising---(TAGS)---Full Title: Solvite - How incredible advertising power helped Solvite add real value to the wallpaper adhesive market ; Number: 2000/43 ; Brand: Solvite ; Client: Henkel Consumer Adhesives ; Product Category: DIY goods/Home improvements (Adhesives inc. tapes & sealants) ; Agency: BDH TBWA ; Author: Roger Ward, Rebecca Durrans, Paul Keen ; Prize Winners: 5 Star (Adworks ref: Advertising Works 11)