Horlicks, a 150-year-old brand has long been associated with providing a good night’s sleep, but recognised that not all consumers, especially younger generations, were relying on Horlicks solely for a bedtime beverage. Instead, they sought wellness solutions that could be incorporated into more moments of their busy daily lives.
Cat Among The Pigeons supported this repositioning by strategically partnering with Fearne Cotton ‘Happy Place’, whose app and wellness content resonates with Millennials seeking comprehensive well-being experiences.
The further opportunity to win personalised Wellness Weekends, such as Yoga Retreats, Luxury Spa Weekends, and Glamping Breaks, reflects the diverse nature of wellbeing and encourages consumers to choose prize experiences that resonate with their unique well-being goals.
The promotion is supported by a comprehensive shopper marketing campaign including digital advertising screens, in-home sampling, category aisle fins and retailer magazine to drive awareness of the on-pack offer.