Brief Description: This paper reveals how a long-term commitment to advertising ensured the maintenance of Carex as the UK’s No. 1 hand washing brand and enabled category growth. This campaign also challenged the widely accepted belief that long-term advertising must have a consistent message. Carex has used six phases of successful, but different, creative ideas between the years of 1996–2006, but continually gave the market new messages about the brand. It has given customers new reasons to remain loyal and non-users reasons to reconsider. The advertising for this campaign has generated an estimated £35.9m incremental retail sales through an advertising investment of £10.4m; ---(TAGS)--- Full Title: The same old story? Why the best long term advertising doesn't always have to tell the same story; Number: 2007/35; Brand: Carex; Client: PZ Cussons; Product Category: Cosmetics & Toiletries (Bath additives/soaps); Agency: BDH\TBWA; Author: Rebecca Ashley, Peter Harris; Prize Winners: Bronze; Best dedication to Effectiveness (Adworks ref: Advertising Works 16 Summary)