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In the UK Horlicks is largely marketed as a comfort drink (ie to relax and soothe you) and isn't advertised as having any 'special powers' - but then advertising rules in the UK can be pretty strict when compared to other places. It's interesting to see differences between markets (hence this article I guess).

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There's a word-of-mouth thing that Horlicks is good for you at bedtime. My parents and grandparents certainly told me this. I guess it's a legacy from when advertising rules were less strict.

I think i have vague memories of advertising from the 80s implying as much, which if true would represent a good return on advertising, some three decades later!

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