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Cat Among the Pigeons finds Horlicks’ happy place


Horlicks, the storied malted drink from Aimia Foods has appointed Leeds agency Cat Among The Pigeons to attract a younger shopper audience to the brand.

Horlicks celebrates its 150th anniversary this year and has traditionally been consumed as a relaxing bedtime drink to aid sleep. The malted drink is now available in original, chocolate, instant and vegan variants and is fortified with 14 different minerals and vitamins.

Cat Among The Pigeons’ remit will be to expand household penetration by associating Horlicks with a wider range of drinking occasions across the day.

The appointment follows a 4-way competitive pitch and sees the Leeds agency create a major new shopper advertising campaign to ‘find your happy place’ across digital media, out of home and in store. Also planned this year are a range of targeted promotions and brand partnerships to add value and encourage trial from supermarkets and convenience stores.

Michelle Younger, Marketing Director at Aimia Foods said: “As guardians of Horlicks we need to evolve this historic brand to stay relevant and grow long term brand and category value. The proposal from Cat Among The Pigeons really impressed with their insight into changing shopper behaviour and a creative 360 marketing plan to reach them and win at fixture. We’re really excited to be working together.”

Paul McGann, founder of Cat Among The Pigeons, added: “We’re living in difficult times with seismic change in home, leisure and working patterns over the last couple of years. Hybrid working, zoom meetings, shopping around online… all whilst juggling extended family life and school runs has become the norm. We think there is a great opportunity to better align Horlicks to these busy days. Encouraging more shoppers to take a moment out to find their happy place and focus on their wellbeing.”

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