Horlicks Cold Consumption
03 April 2017
Horlicks makes milk exciting for kids this summer with its new “Shake Shake” campaign
Enjoy chilled Horlicks in two flavors - Chocolate Delight and Horlicks Kesar Badam
New Delhi, 03 April 2017: This summer “Shake – Shake” the glass of chilled milk with the goodness of Horlicks – India’s most loved health food drink. At a time when kids prefer having everything cold over hot, the new cold consumption offering from Horlicks comes in two popular flavors of Chocolate Delight and Kesar Badam making milk not only healthy by delicious too!
The new TVC campaign is aimed towards contextualizing the summer season and leveraging the insight of kids not liking the glass of milk, especially when they love it in its derived formats like Ice Cream, Shakes, Kulfis. The campaign continues to build its connect with kids by showing how kids love the Horlicks shakes made from Chocolate Horlicks and Horlicks Kesar Badam. This is magnified through the direct connect through sampling of Cold Horlicks in schools. The campaign touches all consumer touch points starting from 1st time ever packaging innovation for cold campaign, which includes ice cubes and dew drops on the pack itself.
Talking about the summer campaign, Prashant Pandey, EVP Marketing, GSK Consumer Healthcare said,
“At GSK, consumer remains at the core of what we do and all our offerings are designed to cater to their ever evolving needs. We have delighted our consumer over years with our varied offerings keeping this philosophy in mind. This summer, we will delight children who can now enjoy their most loved health food drink in its new avatar which will make milk not only healthier but of course, more exciting. Chocolate Delight and Kesar Badam are the much-loved flavors and they enjoy high equity with children. The new campaign surround is aimed to strengthen our connect with kids through our communication of “Ab Doodh ka glass hoga ‘Shake shake’ khallas” which creates a ritual for kids to finish their glass of Horlicks Shake. Summers for kids are all about cool and exciting things, while they continue to find milk in its original format boring. Leveraging this insight, we have created the property of “Horlicks Shakes” which is the cool new way of relishing milk.”
Horlicks has great miscibility in cold milk, which makes it the perfect partner with milk to create Horlicks Shakes. The cold consumption campaign is a comprehensive 360-degree campaign embracing consumer promotions and on-ground activation; this includes an on-ground sampling of Cold Horlicks in schools, activating kids channels through cartoon integrations to strengthen the connect with kids, digital activation to build a connect with kids through moms and a solid trade package with relevant shopper communication and pack innovation.
About GlaxoSmithKline Consumer Healthcare Ltd
GSK Consumer Healthcare Ltd is the category leader in Indian health food drinks industry. Our flagship product Horlicks leads the market, while Boost is among the top three health food drink brands that India prefers. Our manufacturing plants are located in Nabha, Rajahmundry and Sonepat. In India we have an engaged workforce of over 4700 employees. GSK also markets and distributes a range of everyday health products such as Eno, Crocin, Iodex and Sensodyne. Our marketing and distribution network comprises over 700 distributors and a direct coverage of over 8 lakh retail outlets.
GSK Consumer Healthcare Ltd is an associate of GlaxoSmithKline plc. of U.K, one of world’s largest consumer healthcare companies. We have a heritage that goes back over 160 years. Our purpose is to help more people around the world to do /more, feel better and live longer with everyday healthcare products. Our goal is to build a global, growing business - we call a Fast Moving Consumer Healthcare (FMCH) company - dedicated to everyday healthcare with all of the scientific expertise and quality guarantees that demands, working at the speed and with the genuine consumer understanding the modern world expects.
GSK Consumer Healthcare globally owns some of the world’s best loved healthcare brands, successful in over 100 countries. These include Sensodyne, Voltaren, Theraflu, Paradontax, Panadol, Polident, Otrivin, Horlicks and Physiogel.
Genesis Burson-Marsteller GSK Consumer Healthcare
Harleen Kaur Saroya Kinshuk Gupta