Instant Horlicks: how advertising helped to make Horlicks healthier

Sally Blair and Richard Auton

Discusses the relaunch of Instant Horlicks in September 1985, three years after its original launch. The campaign used existing brand values (relaxing)and combined them with a new 'healthy' element, low fat content.
Agency: Ogilvy & MatherAuthors: 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands