The campaign, which has been created by Grey London, is called ‘Made For Evenings’ and champions Horlicks as the only drink that makes sense in the evening. It is the first TV campaign for the GlaxoSmithKline owned drink since 2006.
It aims to promote the drink’s malty flavour, which is proven to deliver a better quality of sleep.
Centring on the great British love of hot drinks, the campaign will see Horlicks celebrate the roles that coffee and tea play in the day whilst firmly reserving the evening as a time owned by Horlicks.
Sandi Boyden, senior brand manager for Horlicks, says: “Made For Evenings leverages Horlicks’ main strength, a clearly understood usage occasion built up over a hundred years of heritage. It clearly reinforces in the mind of the consumer the role that Horlicks plays in modern day life as the perfect way to unwind at the end of the day.”
The promotion will be backed by on-pack and point of sale activity. Online activity will be delivered by agency Swamp.
An in-store event, created by Billington Cartmell, will also promote Horlicks as a broader evening wind down occasion. It aims to drive sales by offering consumers the opportunity to create their perfect evening by giving away £1,000 every night.
Nils Leonard, executive creative director at Grey London, says: “To stake a claim on evenings and move Horlicks out of the bedroom felt like the logical journey for the brand, it’s also a much more creatively exciting place to play. This ad is just the start, I’m excited about what this year holds for Horlicks.”
Mediacom are responsible for the campaign’s media planning and buying.