Horlicks, the hot malted milky drink from GlaxoSmithKline Consumer Healthcare (GSK), is introducing a new on-pack promotion in collaboration with British lifestyle brand Emma Bridgewater.

The promotion will run until the end of February 2017, and is intended to help retailers tap into the £141m hot milky drinks category and take advantage of the hot milky drinks season.

Aimi de Lacy, Horlicks brand manager at GSK, commented: “As the nation’s favourite malted drink, Horlicks has a great story to tell and this promotion tells that in a compelling way that our drinkers will love. Since 1906, it has been warming weary explorers, comforting soldiers in the trenches and fortifying athletes on the track. To celebrate the fascinating past of the brand we’ve partnered with another iconic British brand, Emma Bridgewater, to create a limited edition mug. Each piece of beautifully designed pottery celebrates the eventful history of the brand and gives loyal fans a stylish keepsake to brighten up their kitchen.”

To activate the promotion, shoppers need to collect four unique codes from promotional packs and then visit the promotion’s web page to claim their Horlicks mug.

“We’re really excited to be launching this on pack promotion which links up two iconic British brands to offer something back to our loyal customers. Horlicks and Emma Bridgewater are both proud British brands with great similarities between them, so we believe this is the perfect tie-up to drive interest with existing shoppers, as well as encouraging new shoppers to the category.”

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