The Horlicks sleep challenge asks customers to drink Horlicks every night for two weeks, and if their sleep does not improve it will provide a full refund.
A microsite, accessed though , provides information about how to improve sleep and give details on how to get a refund. Visitors to the site, developed by Billington Cartmell, can request that an email is sent to a friend to encourage people to take the challenge.
The drive is supported by radio and press advertising. It also involves a heavyweight sampling campaign with 400,000 product samples delivered via door drops and regional press through street vendors.
Consumers will be able to request free samples via SMS and the website. Above-the-line advertising developed by Grey London will promote the text service.
Jamie Maker, account director at Billington Cartmell, said: "This is a really brave promotion whereby Horlicks puts its reputation on the line in order to prove just how effective the brand is in tackling sleep problems.
"As the sleep challenge gives more and more people the chance to try the product, the brand reputation can only grow."
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