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Horlicks launches vintage kitchenware on-pack offer

Thursday May 21, 2015 at 4:26pm
Horlicks is introducing an on-pack promotion offering limited edition vintage-inspired kitchenware this summer. The campaign has been devised to encourage consumers to return to their nostalgic roots and unwind by drinking Horlicks. Launched on May 18th 2015 and running until October 31st, the ‘Collect Vintage Inspired Kitchenware’ promotion is aimed at growing sales and also 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 www.horlicks.co.uk/kitchenwareoffer to redeem them. They will be able to choose a Horlicks-branded traditional style kitchenware item. They will be able to choose from a microwaveable Horlicks ceramic mug, a Horlicks Storage Tin with lid or a pack of four cork-backed Horlicks coasters. Josh Murphy, Horlicks Brand Manager, says: “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 adds: “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 OPO.” The Horlicks brand is owned by GlaxoSmithKline Consumer Healthcare.
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