Agency:
Client:
Driving brand reappraisal, a new design changed consumer perceptions of Horlicks and attracted 46% more younger buyers than target.
With a consumer base firmly in the over 65s age group, Horlicks’ sales had been falling due to penetration and buyer decline. To ensure the brand’s long-term survival and to cement its category lead, the malted drink’s new owner Aimia Foods wanted to attract younger buyers to Horlicks.