Ovaltine to target younger drinkers with 'energy' ads

Ovaltine, the malted instant drink, is ditching its sleepy, bedtime image with its first TV ad campaign in 14 years.

Ovaltine, the malted instant drink, is ditching its sleepy, bedtime image with its first TV ad campaign in 14 years.

The pounds 2m work, by Rainey Kelly Campbell Roalfe/Y&R, will target younger consumers by highlighting the brand's 'energy-giving' properties.

One ad shows a lighthouse partially obscured by fog. The foghorn lets out a deep note, followed by several more that turn into a rave tune, accompanied by flashing beams of light that look like strobes in a nightclub.

The ad then cuts to a steaming mug of Ovaltine and the strapline, 'Someone's been on the Ovaltine'.

Another features two jazz connoisseurs enjoying some freeform jazz in a park. The camera then cuts to the source of the music, a band member of the Salvation Army, who stops to catch the surprised expressions of her colleagues.

In a booming energy drinks market, Novartis-owned Ovaltine is trying to re-educate consumers about the functional properties of the drink.

Marketing manager Paul Simpson said: 'Ovaltine has an image of being a bedtime drink, as Horlicks has been advertising while we haven't, and the two brands are being confused in people's minds.'

The campaign will run throughout November, with a second burst next January and February.



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