Horlicks aims for intergalactic success with Star Wars Skeleton Crew tie-in
Skeleton Crew, the new Star Wars series hits Disney Plus in early December. Pic: Horlicks
Horlicks is set to venture to take a trip to a galaxy far, far away, as it showcases a new festive Star Wars themed arrival in the form of ‘Horlicks Kids, Chocoland’, a nutritious and chocolatey addition to the range targeting the family product market, writes Neill Barston.
The brand is collaborating with Lucasfilm’s new series in the epic space saga, Skeleton Crew (streaming exclusively on Disney + from 4, December), as the movie franchise continues to enjoy a global presence in its latest expanded universe of characters.
As the company noted, its new product development represents the malted drink brand’s first foray into targeting young families, as it seeks to deliver malty goodness to the next generation of Horlicks shoppers.
The new line has been crafted to fuel imaginations and encourage creativity, with a specially devised vitamin mix tailored to dietary requirements. The add-milk beverage is also suitable for dairy-free and vegan diets. As part of the collaboration with Star Wars: Skeleton Crew, Horlicks’ three-month ‘moments out of this world’ campaign includes in-store activation, DOOH 6s, influencer partnerships, digital content and paid social campaigns. Horlicks Kids Chocoland (270g) is available in Tesco now.
Rebekha White, brand manager at Aimia Foods, manufacturers of Horlicks, commented: “The Horlicks brand and its unique taste have been loved for more than 150 years. Building on this significant history, the launch of Horlicks Kids is a hugely exciting development for the brand and will unlock a younger family household. Chocoland maintains our distinctive malt flavour but with added chocolatey appeal. HFSS compliant and dairy free, this makes Horlicks Kids a great choice for parents and carers looking for a tasty after-school treat to keep children going until dinner.”
“We are thrilled to be launching Horlicks Kids with a collaboration with Star Wars: Skeleton Crew. Chocoland has been designed to inspire imaginations and fuel adventures alongside creating moments that matter for families. With the launch of Star Wars: Skeleton Crew, a series which follows four kids on an adventure across the galaxy, families can explore these two exciting galaxies together in ‘moments out of this world’ this festive season.”
