Horlicks gets down with the kids for Chocoland launch

Horlicks is continuing its drive to become more relevant to the younger generation with a new variant, Horlicks Kids, Chocoland, which is being launched through a collaboration with Lucasfilm’s new Disney+ series Star Wars: Skeleton Crew.

This new line represents the malted drink brand’s first foray into the young family market and follows its first TV ad in 20 years, developed by Manchester-based creative agency Doodledo, that launched in February using Sky Media’s AdSmart addressable targeting technology.

Horlicks’ owner Aimia Foods insists Horlicks Kids has been crafted to fuel imaginations and encourage creativity, with a “unique vitamin mix tailored to dietary requirements”. The add-milk beverage is also suitable for dairy-free and vegan diets.

As part of the collaboration with Star Wars: Skeleton Crew, Horlicks’ is launching a three-month “Moments out of this World” campaign, including in-store activation, digital out of home, influencer partnerships, digital content and paid social campaigns.

Aimia Foods brand manager Rebekha White commented: “The Horlicks brand and its unique taste have been loved for more than 150 years. Building on this significant history, the launch of Horlicks Kids is a hugely exciting development for the brand and will unlock a younger family household.

“Chocoland maintains our distinctive malt flavour but with added chocolatey appeal. HFSS compliant and dairy free, this makes Horlicks Kids a great choice for parents and carers looking for a tasty after-school treat to keep children going until dinner.”

“We are thrilled to be launching Horlicks Kids with a collaboration with Star Wars: Skeleton Crew. Chocoland has been designed to inspire imaginations and fuel adventures alongside creating moments that matter for families. With the launch of the TV series which follows four kids on an adventure across the galaxy, families can explore these two exciting galaxies together in ‘Moments out of this World’ this festive season.”