Horlicks is set to return to TV for the first time in 20 years, with a month-long campaign airing from today (19 February).
Using Sky Media’s targeting technology, the campaign aims to reach specific audiences in Sky and Virgin households across the North West region.
The feel-good creative, which was developed by Manchester-based creative agency Doodledo, challenges the perception of Horlicks as a bedtime drink, and instead positions the beverage as a way to make everyday a bit more “stress free”, “calm” , “comfortable” and “relaxing”.
A series of light-hearted scenarios, created with the input of Horlicks-owner Aimia Foods, show several individuals who look as though they are preparing for bed but are actually drinking Horlicks in everyday situations.
The spot ends with the tagline “Horlicks. Not just a bedtime thing”.
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“Horlicks’ return to TV marks a hugely 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,” said Aimia Foods brand manager Rebekha White.
She added: “The message behind our memorable 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’ every day 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 nationally in Q4.
AdSmart local and development director David Sanderson added: “We’re thrilled to be welcoming Horlicks back to TV after a long hiatus, and we’re excited to help such an iconic well-known brand reach new audiences with AdSmart’s targeting capabilities.”
