Horlicks is running an on-pack promotion offering consumers the chance to win up to £1,000 every evening for three months, as part of a major integrated campaign promoting the hot beverage as ‘Made For Evenings’.

The GlaxoSmithKline Nutritional Healthcare brand is backing the campaign with a £3m spend, including national TV advertising.

The on-pack promotion – created by Billington Cartmell – will appear across 3.2 million promotional packs including Horlicks Original, Horlicks Light and Horlicks Extra Light from today (5th January).

Consumers simply have to buy a promotional pack, reveal a unique code and either text or register online to enter.

The TV advertising, created by Grey, will run Sunday to Thursday for three months during key programmes that air between 19.00 and 23.00, when the ‘Made For Evenings’ theme is most relevant.

Sandi Boyden, senior brand manager for Horlicks, says: “The ‘Made For Evenings’ cash prize on-pack promotion and TV advertising campaign is going to be extremely motivating to our consumers particularly in the current economic climate.”

The promotion is also being supported with online activity created by digital agency Swamp.