Horlicks Makes Long-Awaited TV Comeback with Light-Hearted Campaign from Sky | LBBOnline

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 will launch on the 19th of February 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.

For more information, visit here.


More from this stream


Celebrate the Earth in April with Brochu Walker

April is officially Earth Month, and what better to mark the month than with the super-chic, conscious luxury brand, Brochu Walker? Here’s the low-down on this...

CEO Discusses Q1 Results: Strong Performance with 16% Increase in Net Income

Article 0 Comments The Travelers Companies, Inc. today reported first quarter net income of $1.123 billion, up 16% compared to $975 million in the prior year quarter. Core income in the current...

Choosing the Best CFO Executive Search Firm for Your Business

If the past year has taught us anything, it’s that leadership matters. This is especially true among companies in the Digital Health, Life Sciences, FinTech, and Software & Technology sectors with the myriad challenges and opportunities presented by the pandemic. Whether you are bolstering your C-suite to support continued success and growth or seeking executives […]

The post Selecting the Right CFO Executive Search Firm for Your Company appeared first on Insights Success.

‘ProCook joins forces with Food Cycle charity’

Kitchenware brand ProCook has announced a new partnership with Food Cycle, a UK charity that aims to alleviate food poverty, loneliness and food waste through community dining. The move...

‘Leading VC Firm Raises .2Bn with Focus on AI Industry’

Andreessen Horowitz, a prominent Silicon Valley venture capital group led by veteran tech investors Marc Andreessen and Ben Horowitz, has successfully raised $7.2 billion for investment in tech startups, marking one of the largest fundraising efforts by a venture capital firm in recent years. The funds will be allocated across various new funds, including those […]

The post Silicon Valley VC- Andreesan Horowitz Secures $7.2Bn Focusing on AI Industry appeared first on Insights Success.

‘1GW HyFuels renewable energy portfolio acquired by Nova Clean Energy’

HyFuels comprises wind and solar development projects in mid-to-late-stages alongside an earlier stage green ammonia project, all located on the Texas Gulf Coast Nova Clean Energy has acquired a...