Horlicks has unveiled its first TV ad campaign in 20 years, in partnership with Sky Media.

The month-long campaign, which kicks off from today [19 February 2024], utilises Sky Media’s targeting technology and will reach specific audiences in Sky and Virgin households across the North West BARB region.

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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.

The 30-second spot, developed by Manchester-based creative agency Doodledo, in partnership with Horlick’s parent company Aimia Foods, has been designed to challenge the perception of Horlicks as a bedtime drink.

Instead, positioning the malted beverage as a way to make every day a bit more “stress-free”, “calm”, “comfortable” and “relaxing”.

The commercial features a series of light-hearted scenarios in which several people – who look like they are going to bed – are being comforted by Horlicks in everyday situations.

The campaign ends with the tagline, ‘Horlicks – not just a bedtime thing’.

Aimia Foods Brand Manager, Rebekha White, said: “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.”

AdSmart Local and Development Director, David Sanderson, added: “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.”