Traditionally Horlicks' positioning is as a bedtime drink. However the new campaign created by Billington Cartmell, is targeting younger consumers with the idea that it is the perfect drink to wind down in the evening with while reading a magazine.
The partnership with IPC magazines launches at the beginning of January and offers consumers the chance to receive a free three-month subscription to one of seven of the publisher’s magazines.
The promotion will run throughout the Horlicks range for three months. The free subscription will be available in return for two promotional codes (one per pack).
Sandi Boyden, GlaxoSmithKline Brand Manager explained: While Horlicks brand communications have always focused on aiding sleep, this research gives us the opportunity to talk to our customers about the importance of taking time to unwind within their hectic lifestyles."
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