Horlicks Base Range
Junior Horlicks
Horlicks High Science
HORLICKS
Horlicks in close to a billion dollars now in its core market in India. Bigger than both Coke and Pepsi, truly a household trusted brand.
Re-stages in India can be tricky, the pace of growth has left consumers desiring ‘new’ all of the time and so instilling a sense of brand heritage in 140 year old trademark, while ensuring it appears contemporary in the vibrant market place it lives in is a fine balance.
The 2014 re-stage took the entire Horlicks portfolio in one go, recutting the architecture to ensure it is built for sustained growth, creating 5 new structures to bring to life the family of Horlicks and designing all 250 SKU’s in parallel to ensure a full balance of brand, category, historic cues are considered in every SKU.
The core though is the ‘base’ Original and Chocolate SKU’s, which between them account for 80% of all of the volume. The new design brings together into one hero device, the taste and science credentials of Horlicks, reinforcing the scientific advantage of the product versus its competition.
The pack, with its ‘drop lid’ feature, has a 5 point aligned label interaction with the 3D structure, uniquely bringing the structure and the brand together as one.