Connecting meaningfully with consumers remains the primal task of any brand. Capturing the right space in their lives is something all strive to do and it is possible with relevant product offering to the focussed audience. Sharp insight-based communication has always helped Horlicks to connect with consumers in an engaging manner. This has been the backbone of the success of this 150 year old brand. In its journey, Horlicks has remained relevant to every member of the family and has continuously found exciting ways to inspire its core audience – the children.
Children across all age-groups continue to be excited by chocolates and games that are relevant to them. Both these appeal to their senses. In order to cater to their deep love for chocolate, Horlicks introduced its improved Chocolate variant in the market. The new and improved product with richer colour, stronger aroma and more crunch lends itself to the campaign proposition- ‘More Chocolaty Than Ever Before’.
Talking about the re-launch, Prashant Pandey, EVP Marketing, GSK Consumer Healthcare says, “At GSK, our offerings are designed to cater to ever-changing and evolving consumer needs. Chocolate Horlicks is one of our most successful flavours and its taste enjoys high equity with children. The re-launch of the product is aimed to delight them – with not just the improved taste but also superior packaging.”
The thematic brought out the product benefit through a simple moment between two brothers. Their engagement highlighted the irresistible taste of the new Chocolate Horlicks. Tanurupa Pal, VP and Executive Creative Director, J. Walter Thompson, adds, “In the story, the product becomes a tool in the mother’s hand to help her turn her milk-fussy kids into Chocolate Horlicks lovers.”
Click here to watch the TVC.
As a part of its consumer activation programme to generate trials, Horlicks launched Chocolate Horlicks Pee KeBatao, Toy store Lootne ka MaukaPaooutreach. Through this the brand brought to consumers a unique opportunity to take care of their intrinsic love for both, chocolates and games. By sharing their most exciting Chocolate Horlicks moments, consumers were able to win hourly and weekly prizes.
The mega culmination event was theToy Store Run held at – Hamleys, where the winner culd run through the store and pick up toys and games that he wanted to. Participation was simple – after tasting the Chocolate Horlicks, consumers could give a ‘missed call’. The call back allowed them an opportunity to share their personal experience. This popular contest generated excitementall over the country and within the first 30 days, over2 Mn people participated out of which 365 entries won hourly prizes and 4 won the weekly Grand prizes.
The mega event Chocolate Horlicks Toy Store Run was scheduled on Saturday, February 20, at Hamleys in Mumbai. The top 4 participants (excluding previous winners) were invited to one of the Hamleys store for fun engagement-cum-gratification where they were given 2 minutes to pick up a loot of their favourite toys from Hamleys.
The finale started with 4 excited children on the starting line at 11 am, waiting to get their hands on their favourite action figures and board games. As soon as the race started, the first aisle which the children advanced to was the plush section followed by the cars and construction section in the boys zone.
Talking excitedly about the toy store run, Neelai Jain, one of the winners from Mumbai said, “I loved the entire experience and got to pick up my favourite Drone from my favourite toy store Hamleys. I have never participated in something as thrilling as this. I thank Horlicks for organising this activity for children.”
Horlicks has enjoyed the trust of generations and consumers from across the country have grown up with it. Horlicks combines the natural goodness of Wheat, Barley and Milk with 23 vital nutrients that is designed to be easy to digest. Horlicks is clinically proven to make children Taller, Stronger and Sharper.