Watch: Sky AdSmart brings Horlicks back to TV after 20-year break

Beverage brand Horlicks is returning to TV advertising after 20 years away via Sky’s AdSmart.

The campaign launches on 19 February and will last for one month. Through AdSmart’s addressable targeting technology, it will target specific audiences in Sky and Virgin households across the north-west Barb region.

Horlicks worked directly with Sky and there was no media agency involved.

The 30-second spots, which aim to challenge the perception of Horlicks as a bedtime drink, were created by Doodledo.

David Sanderson, director of AdSmart, local and development, said: “We’re thrilled to be welcoming Horlicks back to TV after a long hiatus and we’re excited to help such an iconic, well-known brand reach new audiences with AdSmart’s targeting capabilities.

“AdSmart is the ideal platform to deliver Horlicks’ key objectives and campaign messaging, so we look forward to growing a new consumer base in the next chapter for their business.”

Rebekha White, brand manager at Horlicks parent Aimia Foods, added: “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.”