The Brief in Brief

To create a 30" TVC and radio ad accompanied by social media cutdowns and stills.

To reposition Horlicks' brand, appealing as an all-day drink to a younger audience

To utilise targeted TV advertising technology.

The Results

The ad campaign increased top of mind awareness and purchase considerations, and re-established the brand and increased sales by demonstrating that Horlicks can add comfort to users in everyday situations at all times.

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Horlicks TVC

A TV commercial challenging the perception of Horlicks as a bedtime drink

TESTIMONIAL

The brief in brief

To create a 30" TVC and radio ad accompanied by social media cutdowns and stills.

To reposition Horlicks' brand, appealing as an all-day drink to a younger audience

To utilise targeted TV advertising technology.

The results

The ad campaign increased top of mind awareness and purchase considerations, and re-established the brand and increased sales by demonstrating that Horlicks can add comfort to users in everyday situations at all times.

The full story

We were approached by Aimia Foods to produce the first Horlicks TV ad campaign in 20 years, working in partnership with Sky AdSmart to distribute the commerical.

The creative for the long-awaited comeback was designed to challenge the perception of Horlicks as a bedtime drink by establishing the main cast in pyjamas, face masks, or straight up in bed in the midst of everyday work situations. We developed the creative tagline, "not just a bedtime thing", playing on the rich history of Horlicks being famously marketed as the perfect pre-bedtime drink.

Using this creative, we see Horlicks can being enjoyed in an array of social and work-related environments and as a result make our days more relaxing. The ad misleads and surprises, amuses and charms, and most importantly, reminds us that Horlicks is not just a bedtime thing.

We used real locations for the school and garage scenes, and transformed our a basement boardroom into a London skyscraper through close collaboration with the animation team through use of VFX.

Along with the main TVC, we produced a radio ad with a joined up creative approach, establishing deafening scenarios such asbusy commutes, complex DIY projects, frantic school runs and bustling shifts at a supermarket instantly made more comforting at the sip of a Horlicks. The ad creates stark contrasts between the chaos of everyday life and the calm that quickly follows - It’s a true rollercoaster of a radio commercial.

Working with AdSmart we were able to specifically target the new demographic that Aimia wanted to reach in order to maximise the impact of the ad.

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