Iconic hot beverage brand Horlicks is returning to TV screens for the first time in 20 years via AdSmart from Sky.
The first month-long campaign has launched with the commercial airing in 30-second slots. Utilising Sky Media’s addressable targeting technology, the campaign will reach specific audiences in Sky and Virgin households across the North West BARB region.
The feel-good creative, developed by Manchester-based creative agency Doodledo in close partnership with Horlicks manufacturers Aimia Foods, has been designed to challenge the perception of Horlicks as a bedtime drink, instead positioning the much-loved malted beverage as a way to make everyday a bit more ‘stress-free’, ‘calm’, ‘comfortable’ and ‘relaxing’.
The campaign message is brought to life by way of 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 a catchy tagline, ‘Horlicks – not just a bedtime thing’.
Rebekha White, Brand Manager at Aimia Foods, commented: “Horlicks’ return to TV after two decades 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.”
Rebekha continued, “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’ 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.”
David Sanderson, Director of AdSmart Local and Development said, “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.
“AdSmart is the ideal platform to deliver Horlicks’ key objectives and campaign messaging, so we look forward to growing a new consumer base in the next chapter for their business.”
The Horlicks brand was acquired by Aimia Foods in April 2018. Comforting families for 150 years, it is the oldest malted drink brand (in fact it is 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’.
With over 25 production lines across 225,000 sq ft. of product site space, Aimia Foods pack, manufacture and distribute a wide range of food and beverage products in a number of different packaging formats, with particular specialism in blending and manufacturing ambient, dry, powder-based products.
Based in Haydock, Aimia covers a multitude of markets and categories for retail, cash & carry, food service, vending as well as offering a co-manufacturing service across the business.
