Horlicks – Rosslyn Park

Horlicks Sampling - Rossyln Park Sevens

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 tasked with introducing this iconic British brand to a new younger demographic. Horlicks wanted to move away from the association of being a ‘bedtime’ drink.

The Solution

Immerse chose to attend to The Rosslyn Park National Schools Sevens which has evolved into the world’s largest school rugby tournament with over 10,000 boys and girls aged 11 – 18 competing annually with over 800 international teams. An impressive spectacle that sees large footfall with quality dwell time in a compact location.

The Results

The tournament nailed the required targeted demographic and resulted in impressive ROI and brand awareness.
It not only generated an emotional attachment to the brand through a sensory experience with the young audience but was a great way to re-introduce the brand to the parents, helping to change their perception of the brand being a bedtime drink.
A pleasant nostalgic trip down memory lane.