Horlicks is launching its new ‘Love the taste’ campaign, which features an on-pack ‘money-back guarantee’ for consumers.
Being introduced into stores from the middle of this month, the campaign will run across Original, Instant and Chocolate on the brand’s new 400g format jars, and aims to drive purchase and trial of the Horlicks range amongst non-users.
The launch follows Horlicks overarching brand campaign ‘Find your happy place’, which was introduced in the Spring and is said to be performing well.
The roll-out of the ‘Love the taste’ campaign is being supported by proximity media – digital out-of-home and mobile platforms, instore and in-aisle media and POS.
Michelle Younger, Marketing Director at Horlicks manufacturer, Aimia Foods commented: “With the money-back guarantee and the brand’s debut across a number of digital platforms, the campaign represents a first for Horlicks.
“We are very pleased with the response to the initial launch of the wider brand campaign ‘Find your happy place’. And we are now looking forward to reviewing the impact of this latest activation, as we drive purchase amongst non-users, encouraging them to trial and sample, perhaps for the first time, our signature creamy and malty flavour.”
