Horlicks has helped the world get a good night's sleep since the 19th century. However, in the 1980s and 1990s the brand began to stall. By 2000 the brand was declining 8% year on year. To attract new consumers, Horlicks identified a specific and relevant target - Anxious Sleepers: 20% of the UK, suffering from lack of sleep on a regular basis and, most important, younger than their traditional buyers. The challenge was to overcome the notion that Horlicks was for the older generation, and to convince them the brand was right for them. The campaign was successful with 500,000 more homes owning a jar of Horlicks. As a result, the advertising generated incremental revenue of £4.6m for GSK