HORLICKS GROWTH+
Horlicks Growth+ is the worlds first ever clinically proven health food drink to increase growth in under developed kids within 3 months.
This launch is the first product in the high science line for Horlicks in India, as the business ($1bn USD), looks to stretch into the super premium in pharmacy sector.
Although the Horlicks brand in India is something of a goliath, with vast ATL and BTL spend, the role of the high science range is a little different, the base pack sits only behind the counter in pharmacy, and is more likely to be prescribed by the pediatrician, than purely chosen by the consumer. This led to a unique ‘tri sided’ pack configuration of this product, with one side for the brand face and main science benefit communication - which links directly to a science longer copy face, which enable the pharmacist to directly point out to the consumer the benefits and differences of the Horlicks product vs other products available with similar though unproven claims.
POINT OF SALE:
The shopper materials for the launch, again are only in pharmacy and so designed to be double as a sales aid for the pharmacist as well as a glorifier to the consumer.
ON LINE:
The digital presence of the high science range sits within the master Horlicks web portal. The slider at the top of the web site allows the consumer to slide between all Horlicks offerings shopping the wide range of product offering for different life stage. SEO optimization ensures that all searches for keywords related to ‘catch up growth’, leads directly to the science pages of Growth+ showcasing the differentiated science of the product and encouraging the consumer to seek pediatrician advice for the needs of their child.