The success of Horlicks new ‘Made For Evenings’ campaign has helped drive category growth (+3%) and seen brand sales increase by a remarkable 17%.

The growth has come through a combination of increased consumption among existing consumers as well as new and lapsed shoppers entering the category following the ‘Made For Evenings’ campaign launch.

The campaign, which is part of a £3m investment in the Horlicks brand, included nationwide TV, as well as a motivating on pack promotion that offered consumers the chance to win £1000 every evening from January to the end of March.

Sandi Boyden, senior brand manager for Horlicks, says: ‘The latest Horlicks ‘Made For Evenings’ campaign has been a huge success. We have experienced a significant sales uplift, with a majority of sales coming from new Hot Milky Drinks shoppers, which has been beneficial to the category as well as the Horlicks brand.”