Horlicks back on TV with AdSmart campaign

Horlicks is returning to TV screens for the first time in 20 years via AdSmart from Sky.

The first month-long campaign will air in 30-second slots, and using Sky Media’s addressable targeting technology, the campaign will reach specific audiences in Sky and Virgin households across the North West BARB region.

The campaign has been designed to challenge the perception of Horlicks as a bedtime drink, instead positioning the much-loved malted beverage as a way to make everyday a bit more ‘stress-free’, ‘calm’, ‘comfortable’ and ‘relaxing’.

Brand manager at Aimia Foods 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 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.”