Rarely did products of the 1950's offer such transformations in people's lives, from failure to success with a single lurch. Unusually for the times, the narratives were framed as strip cartoons - associated in the snobbish English Advertising profession with the illiterate and stupid.

The agent within these moral tales is Horlicks, a foaming, creamily comforting and excessively sweet night time drink. No shallow sleep for you with a mug of the stuff. The product took you to depths of unconsciousness seldom plumbed by the consumer. You returned to acclaim, huge salaries and plans accomplished. You even stopped shouting at the kids. Odd that, today, the word Horlicks means making a complete mess of things, as in "The University made a complete Horlicks of student assessment..."