Interesting! I cannot recall any such marketing materials for Ovaltine. The only reference I can find regarding this strategy is from 2000[0]. Both the drink and the brand, in my experience at least, have always been associated with comfort, family, pajamas and bedtime. I seem to recall "Ovalteeney" being a mild pejoritve to describe those of a quiet/calm nature.

[0] http://www.campaignlive.co.uk/article/ovaltine-target-younge...

Interesting, Ovaltine is marketed as an energy drink in the U.K.?

Growing up in the US in the 1990s it was marketed as chocolate milk with vitamins (so therefore good for your kids).

Had to double check but seems so!

(link to image of ovaltine jar) https://www.catchthedeal.com.au/wp-content/uploads/2017/02/2...

This appears to be an Australian version.

UK: http://www.ovaltine.co.uk/media/22661/ovaltine-original-addm...

There was similar marketing in the UK too.

http://www.just-drinks.com/news/ovaltine-reinvents-itself-wi...

Why do they call it Ovaltine?

Mug is round...

Jar is round...

They should call it Round-tine!

Ba-dum-tsssss...

However it brings up a funny story: the original name is Ovomaltine, not Ovaltine, referring to the egg (ovum) and malt ingredients (I think there's no eggs inside anymore). But there was a typo in the trademark application for UK early on, and the name stood like that. It's still Ovomaltine in Italy, for example.

Now, on Wikipedia there is no source for this story, and it might be possible that they decided to change the name for easier pronunciation in English, or because the connection ovum->egg was difficult anyway, or other unknown reasons, but I want to believe the first version anyway.

if you ever see Ovaltine cookies or biscuits, get them because they're delicious. there are 2 types - the normal kind and the sandwich type, both are equally good.

oh the amount of Ovaltine my mother made me drink as a kid !!!