Horlicks: When Kids Took A Dare For Chilled Horlicks

Horlicks, a malted milk hot drink, launched a social experiment in Indian shopping malls that tested the lengths kids would go to for a chilled Horlicks shake to increase brand equity.

Campaign Details

Brand: HorlicksLead Agency: Mindshare IndiaRegion: APAC

Strategy

Objective

Horlicks is a market leader in South and East given its strong 'Nutrition Credentials' and 'Mother's Trust' which drives the brand in these markets.

The story though is very different in North-West where Horlicks is a challenger brand and the category driver is 'kids pester' given that the Health Drink Category (HFD) is still considered to be a 'milk additive' which helps mothers ensure that 'kids finish the glass of milk'

Adding to this was a seasonality nuance to the category with the summer season...

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