Horlicks: Rejuvenating Horlicks - IPA Effectiveness Awards Case Study 1994

Brief Description: Objective: to make the brand relevant to younger people, especially women (in early 1990s over 70% of volume was amongst over 45s). Brand seen as old fashioned. Identified that Horlick's brand equity lies in relaxation. Campaign positioned the brand as a day drink (moving away from its association with sleep). Needed to change perceptions. Three TV bursts. Results: during 1993-4 the market grew, with Horlicks ahead. Purchase increased amongst younger women. Brand perceptions were slowly changing, as intended. Advertising had most impact in the heavy weighted regions ;---(TAGS)--- Full Title: How advertising helped rejuvenate Horlicks ; Number: 1994/219 ; Brand Name: Horlicks ; Client: Smithkline Beecham ; IPA_ProductCoding: Food (Beverages - tea, coffee, other hot drinks) ; Agency: Ogilvy & Mather ; Author: Sarah Newman ;