GlaxoSmithKline has redesigned packaging for Horlicks to communicate the brand’s sleep-easy credentials.
The change, part of a bid to “own the area of restful sleep”, features a new graphic based on a ‘do not disturb’ sign.
There are also plans to use the design in future advertising.
Senior brand manager Angela Wilson said the new packaging reinforced the sleep message offered by the malted barley, wheat and dairy hot drink. “The redesign is crucial to driving Horlicks forward during 2004 and beyond.”
GSK has invested £3m in the brand and, according to ACNielsen, sales were up by 9.4% in the last year.