Liberal Party (UK) particular he canvassed the support of the young post-war university students and recent graduates, appealing to younger voters in a way that many of his recent predecessors had not, and asserting a new strand of Liberalism for the post-war world. The new middle-class suburban generation began to find the Liberals' policies attractive again. Under Grimond (who retired in 1967) and his successor, Jeremy Thorpe, the Liberals regained the status of a serious third force in British politics, polling up to 20% of the vote, but unable to break the duopoly of Labour and Conservative and win more than fourteen seats
Jeremy Thorpe resort. The phrase is attributed to advertising agent and Liberal parliamentary candidate Adrian Slade. The slogan was memorable, but considered uninspiring. Future Liberal Party leader David Steel called the whole campaign "a slightly less successful re-run of February." In the October 1974 general election, the Liberals received over 700,000 fewer votes and returned 13 MPs, down one, with Wilson achieving an overall majority of three. Thorpe and the Liberals were deflated by the outcome of the October 1974 election. Wilson's majority, albeit slim, denied Thorpe the role of kingmaker, leaving the Liberals without a clear role; as Dutton observes, apart