Agency: Ogilvy & Mather | Authors: Sally Blair and Richard Auton |
Instant Horlicks: how advertising helped to make Horlicks healthier
INTRODUCTION
This paper discusses the relaunch of Instant Horlicks in September 1985, three years after the brand was launched.
The results of this relaunch have been so outstanding that its effectiveness can be evaluated even in a short period of time. The relaunch has been successful against all criteria achieving the set objectives. It has had a positive effect on not only Instant Horlicks but also on the total Horlicks brand.
MARKET DEFINITION
The milk food drinks market consists...