GlaxoSmithKline is set to support the launch of Horlicks Light Malt Caramel Dream.
The campaign will feature a ‘how do they sleep at night?’ TV advert as well as trade press advertising, in-store product sampling and electronic direct mail
The TV advertising will follow a group of characters the British public love to hate, including traffic wardens.
The activity is designed to raise awareness of the new Light Malt Caramel Dream flavour, which was launched in August, and to prompt trial of the entire Horlicks Light range.
Laura Graham, assistant brand manager of Horlicks at GlaxoSmithKline, said: “Sleep is vital to helping people enjoy active lives as the right amount of sleep leaves us feeling refreshed with the energy to meet the demands of the day. Horlicks provides an ideal hot beverage solution to help consumers get that all important restful night.” Contact: 020 8047 5000