Horlicks, the leading hot beverage brand from GlaxoSmithKline Nutritional Healthcare, is driving sales this winter by investing an impressive £3m in a new ‘Made For Evenings’ campaign that includes heavyweight TV advertising and an exciting on pack promotion.
The campaign has been specifically devised to encourage consumers to reclaim their evenings and unwind by drinking Horlicks and will build on the brands recent growth.
Kicking off later this month, an optimised version of the hugely successful ‘Made for Evenings’ advertising campaign returns to TV screens to reinforce the unique offering, from the makers of Horlicks, for the unwind occasion at the end of the day. The ad will run until the end of the year before running again in January through to March to support the on pack promotion.
The Horlicks ‘Made For Evenings’ on pack promotion is expected to be extremely relevant to today’s busy consumers who are looking to relax in the evenings. Consumers have the chance to win thousands of technology prizes that are great to unwind with, including the highly aspirational iPad, as well as digital radios, flat screen TVs and HMV vouchers.
To activate the promotion on pack Horlicks have used an innovative heat reveal mechanic to engage consumers. The interactive process requires consumers to place their warm mug of Horlicks against a heat sensitive Fix-a-Form® label to instantly reveal a unique code that indicates if a prize has been won. Winning codes are then simply registered by consumers online at www.horlicks.co.uk where the prize is revealed and claimed.
Steph Holland, Director of Horlicks commented: “Horlicks is the number one hot milky malted drink brand and is highly relevant to our modern lifestyles. Following the success of last year’s campaign, which saw brand sales increase by a remarkable 17% , this year’s ‘Made for Evenings’ TV advertising campaign and on pack promotion is going to be hugely motivating for our consumers. It is important that retailers stock up and create in-store theatre in order to capitalise on the high demand expected throughout the winter season.”
The on pack promotion will appear across the entire £25m Horlicks range including Horlicks Original, Horlicks Light Malt Chocolate and Horlicks Light.
Source: Horlicks
