​Metaphors are a great way to communicate your brand’s benefit in a memorable way. UK breakfast cereal Ready Brek grew rapidly during the 1970s and 80s thanks to its campaign known as 'Central Heating for Kids’. In the ads, children who had eaten Ready Brek porridge in the morning are shown having an orange glow around them, keeping them warm as they walk to school in the cold. Several pharmaceutical brands have developed their own visual metaphors to bring the benefits of their products alive in their advertising. Gaviscon advertising, for example, shows miniature cartoon firemen hosing the product in the oesophagus and stomach of a heartburn sufferer, alleviating the pain.