Horlicks, the beloved beverage brand, is making a triumphant return to television after a two-decade hiatus, captivating audiences in the north-west of England with its innovative approach. Leveraging Sky’s AdSmart technology, the brand launches a one-month campaign aimed at breaking free from its traditional bedtime association and redefining its image for a modern audience.
Crafted by Doodledo, the new 30-second commercials boldly confront the brand’s perception with humor, showcasing Horlicks as a comforting and enjoyable beverage suitable for any time of the day. This campaign is not just about raising awareness but also about increasing consumer engagement and purchase frequency by portraying Horlicks as a versatile drink for various occasions.
Utilizing Sky’s AdSmart technology enables Horlicks to precisely target specific audiences within Sky and Virgin households in the north-west Barb region. This data-driven approach ensures maximum impact by delivering the message to viewers who are most likely to resonate with the brand. This regional launch sets the stage for a national expansion in the fourth quarter of the year.
To amplify the campaign’s reach, Horlicks has devised a comprehensive communication strategy encompassing PR, influencer marketing, and digital advertising. David Sanderson, Director of AdSmart, Local, and Development, expressed excitement about the partnership, stating, “We’re thrilled to assist Horlicks in reaching new audiences through AdSmart’s precise targeting capabilities.”
Rebekha White, Brand Manager at Horlicks parent company Aimia Foods, emphasized the campaign’s intent to challenge brand perceptions and showcase Horlicks as an essential part of everyday life. “Our creative endeavors,” she said, “aim to demonstrate how Horlicks can provide comfort throughout the day, not just at bedtime.”
This bold return to television screens reflects Horlicks’ dedication to evolving with the times and forging connections with new generations of consumers. With its targeted approach and fresh creative direction, the campaign is poised to reignite affection for the iconic brand.
