How Advertising Helped Rejuvenate Horlicks

Sarah Newman

Horlicks has a long successful history, but seen as old-fashioned and under threat; by the early 1990s over 70% of volume was among consumers over 45 (Nielsen).
Agency: Ogilvy & MatherAuthor: Sarah Newman

How Advertising Helped Rejuvenate Horlicks

SYNOPSIS

Horlicks is brand leader in the malted food drinks market. First launched in 1873, its continuing success can, in part, be attributed to the fact that it has evolved and adapted to changing market conditions and consumer needs.

Historically Horlicks had a strong heritage of health and nourishment and was positioned as an aid to a good night's sleep.

Later on it became associated with relaxation and unwinding after a long day as the positioning of the brand evolved to meet changing consumer...

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