Horlicks launches vintage promotion

Jars of Horlicks

Horlicks, the hot malted milky drink from GlaxoSmithKline Consumer Healthcare is celebrating over 140 years in existence with the introduction of a limited edition vintage on-pack promotion which the brand hopes will drive additional sales for the retail channel this summer.

The campaign has been devised to encourage consumers to “return to their nostalgic roots and unwind by drinking Horlicks”. Launching today (Monday) and running until 31st October, the ‘Collect Vintage Inspired Kitchenware’ promotion is aimed at accelerating sales, whilst driving trial and engagement with Horlicks’ core audience of females aged 55+.

To activate the promotion consumers need to collect three unique codes from special packs and visit the Horlicks website to redeem and choose a branded traditional or vintage kitchenware gift.

Josh Murphy, Horlicks Brand Manager, said: “Horlicks is a trusted brand that has been around for 140 years. To mark this occasion we wanted to give back to our consumers by offering them a range of vintage branded items, such as mugs and coasters, as a gift. The Horlicks brand is instantly recognisable and remains popular with consumers generating £19 million in annual sales.”

Murphy continued: “We know that the growth of the Hot Milky Drinks category remains static and as a popular brand we want to grow the total market by injecting excitement with our vintage on-pack promotion.”

The promotion will appear across 500g SKUs in Light, Traditional and Light Chocolate Flavour.