Horlicks is moving its image from a bedtime drink to a drink for people 35+ who just want to unwind at the end of a hectic day.
To support this change GlaxoSmithKline enlisted the help of thinking-brands agency Billington Cartmell to create an integrated campaign for Horlicks involving above and below the line activity and the use of a Fix-a-Form multi-page leaflet label from Denny Bros.
Horlicks’ research has shown that few people take time to unwind at the end of a busy day, a mere 30 minutes relaxation before bed leads to a much improved night’s sleep. Billington Cartmell identified reading as a key facilitator of unwinding and a fully activated campaign was built around the principle that Horlicks facilitates evening wind down by encouraging people to take time out with a great magazine. A free subscription to one of a choice of IPC magazines was offered up in return for the unique codes printed on the promotional packs.
Over 2.8 million bespoke, die-cut Fix-a-Form multi-page labels were produced with unique reference numbers to enable people to make online and postal entries. Machine applied, the 14-page on-pack leaflets contained brand info and the promotional details flagging up the free offer on the all-important front-page.
Speaking about the main benefits of using Fix-a-Form, a spokesperson from Billington Cartmell said: “We wanted the promotion to have high-impact and drama on shelf and, as we needed to turn the promotion around quickly, Fix-a-Form was the obvious choice.”
“The additional space that the Fix-a-Form provides allowed for both web and postal entries – both choices proving equally popular – and gave us the opportunity to provide additional promotional information to the Horlicks customers.”
Denny Bros Ltd
Tel: 01284 701381
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