Following a 30 year hiatus, Horlicks returns to TV today, with Doodledo delivering a new campaign which is set to reposition the iconic hot beverage brand.
The Manchester-based creative agency has delivered all aspects of the campaign from creative to production, with the aim of broadening the audience and increasing purchasing frequency.
The campaign, which features people relaxing into bedtime routines and enjoying Horlicks in every day situations, leveraging the hot beverage’s widely held association with bedtime, using humour to make Horlicks part of enjoying taking the stress out of daily life.
Doodledo founder James Torry believes it marks a milestone in the company’s 17 year history: “To be trusted with such a huge household brand with all aspects of the TV campaign is huge recognition for how far the agency has come,” he said. “TV advertising is becoming more sophisticated and more measurable, and we’re excited to see how fans of Horlicks reconnect with the brand.”
Michelle Younger, group marketing director for Aimia Foods, the parent company of Horlicks, added: “We have big plans for Horlicks, key to which is engaging new audiences. The concepts Doodledo presented were highly creative and left us in no doubt we had the right partner. It’s a very fresh take on the brand, and if the ads have the cut through and engagement we expect, it’ll be a very successful and fun campaign!”
The campaign goes live today (February 19) on the Sky Adsmart platform and on YouTube.
