Ovaltine, the malted instant drink, is ditching its sleepy, bedtime image with its first TV ad campaign in 14 years.
The pounds 2m work, by Rainey Kelly Campbell Roalfe/Y&R, will target younger consumers by highlighting the brand's 'energy-giving' properties.
One ad shows a lighthouse partially obscured by fog. The foghorn lets out a deep note, followed by several more that turn into a rave tune, accompanied by flashing beams of light that look like strobes in a nightclub.
The ad then cuts to a steaming mug of Ovaltine and the strapline, 'Someone's been on the Ovaltine'.
Another features two jazz connoisseurs enjoying some freeform jazz in a park. The camera then cuts to the source of the music, a band member of the Salvation Army, who stops to catch the surprised expressions of her colleagues.
In a booming energy drinks market, Novartis-owned Ovaltine is trying to re-educate consumers about the functional properties of the drink.
Marketing manager Paul Simpson said: 'Ovaltine has an image of being a bedtime drink, as Horlicks has been advertising while we haven't, and the two brands are being confused in people's minds.'
The campaign will run throughout November, with a second burst next January and February.
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