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 launched this week 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 creative, developed by Manchester-based creative agency Doodledo in 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 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.
“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.”
