Horlicks kicks off £3m winter campaign

Horlicks: £3m winter campaign launched
Horlicks: £3m winter campaign launched

Horlicks, the hot drink brand, has launched a £3m campaign called "made for evenings" that target consumers who want to relax in the evenings.

TV advertising by Grey is supported by online work and an on-pack promotion that will run from January to March next year.

The on-pack promotion offers technology prizes that consumers can use while relaxing, such as the iPad, digital radios, flat-screen TVs and HMV vouchers.

The promotion uses a heat-sensitive sticker, requiring consumers to warm it up and reveal a code to use on the website, www.horlicks.co.uk, in order to claim prizes.

The campaign first ran last year, encouraging consumers to relax at the end of a busy day.

Steph Holland, director of Horlicks, said: "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."

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