March 1st, 2024, Janice Fernandes
After a two-decade hiatus, Horlicks returned to TV with a month-long marketing campaign starting on February 19. YouGov Self-serve - our fully self-serviced survey platform – is an ideal tool for testing an early version of an ad or evaluating what consumers think of a campaign. We tested overall reception of the ad, whether the ad has influenced consumers to purchase Horlicks, whether consumers thought it suits Horlicks, and how the ad made them feel.
Foremost, the ad resonated well with a majority of respondents. Roughly three in five respondents (60%) liked overall, with a fifth liking it a lot (19%).
The ad also appears to have some influence over people’s consideration for purchasing from Horlicks. Over a third (35%) tell us they are more likely to consider the brand the next time they are in the market for a malted milk drink as a result of seeing this advertisement.
We also asked about people's general reactions and feelings about the ad. Most respondents found the ad to be very or somewhat straightforward to follow, suggesting that the ad was easy enough for the audience to understand (83%).
In addition, half of the respondents say that the advertisement suits Horlicks well (51%), while around a quarter said the advertisement made them very happy (26%) and that they would watch it again (24%).
However, a noteworthy aspect emerged as about a fifth of Britons (20%) felt that the advertisement was targeted at others and not specifically at them. Data reveals that younger Britons are more inclined to not resonate with the ad, with roughly a quarter of consumers (26%) expressing they felt the ad was aimed at other people.
Despite this, the overall positive reception and the potential impact on brand consideration indicates a warm welcome back to the TV landscape for Horlicks after a long time away.
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Methodology: YouGov polled 700 UK adult women on February 21, 2024. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.
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