Horlicks, the hot malted drink which was invented in 1873, is embracing 21st century TV technology to try to change perceptions of the brand from a bedtime beverage for oldies to being the pick-me-up that makes every day a bit more stress-free, calm, comfortable and relaxing.
The brand is returning to TV screens for the first time in 20 years with a new blitz using Sky Media’s AdSmart addressable targeting technology, designed to reach specific audiences in Sky and Virgin households, starting with the North West region.
The first month-long campaign launches this week with 30-second slots, developed by Manchester-based creative agency Doodledo, in close partnership with Horlicks owner Aimia Foods.
The campaign message is brought to life in a series of light-hearted scenarios in which several individuals – who look as if they are preparing for bedtime – are being comforted by a Horlicks in everyday situations. The commercial ends with the tagline “Horlicks – not just a bedtime thing”.
Aimia Foods brand manager Rebekha White said: “Horlicks’ return to TV marks an exciting development for the brand, one which we are confident will help us to meet our key objectives of increasing front-of-mind awareness and purchase consideration within our growth focus audience.
“The message behind our creative, which tackles brand perception head-on and in a humorous way, is also designed to drive frequency of purchase by demonstrating the ways Horlicks can add comfort to consumers’ everyday lives, and not just at bedtime.
“The initial regional-focused TV campaign will be supported by a comms plan including PR, influencer marketing and digital advertising with plans to extend the campaign nationally in Q4.”
The company claims the Horlicks brand has been “comforting families for 150 years”, and is the oldest malted drink (older than the tea bag which dates from 1904), and has nourished soldiers, given sustenance to explorers and fortified athletes since 1873.
Made in Britain since 1906, Horlicks has a strong British heritage, and formed part of the forces kit bag during WW2 due to its “complete and well-balanced nourishment”.
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