Instant Horlicks: how advertising helped to make Horlicks healthier IPA Effectiveness Awards Case Study 1986

Brief Description: September 1985 prelaunch of product three years after its original launch. Existing values of a relaxing product with low fat healthy elements. National campaign features women exercising in the gym. Product instantly gained share in the growing market at the cost of its competitors but with no negative effect on Original Horlicks sales. Packaging changes had an impact making the product more attractive to a younger consumer and Horlicks began to be seen as more than a one product brand. ;---(TAGS)--- Full Title: Instant Horlicks : how advertising helped to make Horlicks healthier ; Number: 1986/05 ; Brand Name: Horlicks ; Client: Smithkline Beecham ; IPA_ProductCoding: Food (Beverages - tea, coffee, other hot drinks) ; Agency: Ogilvy & Mather ; Author: Sally Blair, Richard Auton ;