Horlicks targets consumers during summer

GlaxoSmithKline is launching a campaign for its malt brand Horlicks aimed at reminding consumers that it can be enjoyed not just during winter, but also the summer months.

Billington Cartmell has created an integrated campaign themed around the line “Tonight it’s just me and my Horlicks”.

Launching on 29 June, it will encompass posters, press, e-coupons, a GMTV competition, radio advertorials and PR activity. The ads will carry the strapline “the Horlicks way to End your day”.

Media planning and buying was handled by Mediacom.

The marketing push will also aim to drive further awareness of Horlicks’ as a drink that can be consumed to “wind down”, either to de-stress after a busy day, or before going to bed.

Billington Cartmell account manager James Walkinshaw says:  “This summer campaign will stand out as people tend to associate Horlicks with winter nights.” 

He adds that the creative executions will aim to capture the “aaaah” moment, as people pick up their Horlicks, “snuggle on the sofa and relax”.

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