Horlicks Festival Sampling

Horlicks - Festival Sampling

About The Brand

Horlicks is a sweet malted milk hot drink developed by founders James and William Horlick. It was first sold as “Horlick’s Infant and Invalids Food”, soon adding “aged and travelers” to their label. In the early 20th century it was sold as a powdered meal replacement drink mix.

The Task

Immerse were given the challenge of introducing a COLD version of Horlicks to a large audience – predominantly with a young and family demographic.

The Solution

With limited budget for this particular challenge, we selected Wychwood Festival that would give Horlicks a prime position without being swallowed up by a mass of other brands – but which was big enough that we could target an impressive number of festival goers over a three-day event. Wychwood Festival absolutely hit the nail on the head for what we were looking for and certainly delivered.

The Results

Interestingly the cold Horlicks version was more popular than the warm with the younger (new) Horlicks generation – but the older generation still preferred the traditional warm Horlicks. As Wychwood was a family festival, we had plenty of both age ranges to sample both cold and warm. The hot weather also must have contributed to the impressive cold numbers and we sampled 4,683 wet samples and 10,809 dry samples over the three-day event.