Certain doubts were raised about the effectiveness of promoting Minadex as an iron tonic. The agency set to work on a new proposition which would highlight specific benefits rather than make general claims about health and energy. A survey of tonic users, carried out before test marketing, reflected consumers' perception of specific benefits offered by competitive products. Results showed that there was some scope for Minadex as none of the major brands were strongly associated with claims for good eyesight, sturdy bones and healthy blood. Finally, questions are raised about the treatment of a few press ad roughs prepared by the agency.