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Horlicks turns to comfort marketing for TV comeback

The heritage hot drink is launching its first TV campaign in 20 years on Sky

Nicola Kemp

Editorial Director Creativebrief


Horlicks is returning to the TV screens for the first time in 20 years.

The malted hot drink brand’s month-long TV campaign launches this month on Sky.

The creative leans into the growth of comfort marketing in an uncertain and stressful world. The brand is promoting itself as an accessible way to make the every day a bit more ‘stress-free’, calm, comfortable and relaxing. 

The campaign, which was developed by Manchester-based creative agency Doodledo in close partnership with Horlicks manufacturers Aimia Foods, has been designed to challenge the perception of Horlicks as a bedtime drink. The campaign will run across Sky Media’s addressable targeting technology and reach specific audiences in Sky and Virgin households across the North West.

The campaign message is brought to life by way of a series of light-hearted scenarios in which several individuals are comforted by Horlicks in everyday situations. The commercial ends with a catchy tagline, ‘Horlicks - not just a bedtime thing’.

Rebekha White, Brand Manager at Aimia Foods, explained: “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.”

White adds: “The message behind our memorable creative, which tackles brand perception head-on and in a humorous way, is also designed to drive frequency of purchase by demonstrating the ways Horlicks can add comfort to consumers’ everyday lives, and not just at bedtime. 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.”

The Horlicks brand was acquired by Aimia Foods in April 2018. Made in Britain since 1906, Horlicks has a strong British heritage and formed part of the forces kit bag during World War Two. The brand is the latest high street staple to embrace the trend of comfort marketing to offer consumers a well-deserved break from the noise.

Related Tags

FMCG TV Comfort Marketing