Horlicks ads back on TV after 20 years

After a 20-year hiatus, iconic beverage brand Horlicks is making a splash on TV screens again, targeting key audiences in the north-west of England.
Utilizing Sky's AdSmart technology, the one-month campaign aims to break free from Horlicks' traditional association with bedtime.
Fresh creative, modern approach:
The 30-second commercials, developed by Doodledo, address the brand perception head-on with humour, showcasing how Horlicks can offer comfort and enjoyment throughout the day.
This campaign goes beyond simple awareness, aiming to increase purchase frequency by positioning Horlicks as a versatile drink for various occasions.
Leveraging Sky's AdSmart technology, the campaign reaches specific audiences within Sky and Virgin households in the north-west Barb region.
This data-driven approach ensures high impact by delivering the message to viewers most likely to connect with the brand.
This initial regional push lays the groundwork for a national expansion in Q4.
To amplify the campaign, Horlicks is employing a comprehensive communication plan, including PR, influencer marketing, and digital advertising.
David Sanderson, director of AdSmart, local and development, said: "We're excited to help Horlicks reach new audiences through AdSmart's precise targeting capabilities."
Rebekha White, brand manager at Horlicks parent Aimia Foods, added: "Our creative tackles brand perception head-on and demonstrates how Horlicks can add comfort to everyday life, not just at bedtime."
This bold TV comeback demonstrates Horlicks' commitment to evolving with the times and connecting with new generations of consumers. With its targeted approach and fresh creative, the campaign is poised to reignite love for the iconic brand.