Horlicks

Activator of Potential

India’s HFD (Health Food Drinks) category is booming, outpacing global trends. Despite being a household name for 40 years, Horlicks is now challenged to stand out in a fiercely competitive and saturated market. Its once-recognised identity is now struggling to maintain relevance.

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The Tension

In India, the Health Food Drinks (HFD) category is growing rapidly, outpacing the Asia-Pacific region and global trends in health and wellness. This has led to a crowded and saturated market landscape. Despite being a household name for the past 40 years, Horlicks fell short in perceived functional benefits and scientific credentials compared to its competitors. The brand no longer aligned with evolving perceptions and trends in family nutrition across India. Our challenge was to engage and educate with a new visual identity that embodies nutrition and growth while standing out in a crowded and competitive category.

The Power

We needed to stand out in India’s diverse trade channels with more than unique packaging by creating a cohesive brand experience across all physical and digital touchpoints. Our core idea, 'Activator of Potential,' balanced expertise with approachability, highlighting Horlicks’ nutritional science in a way every mum can understand. We used interviews and audits to develop communication strategies, centered around our new brand asset, the Activator. This versatile asset drives omni-channel delivery, showcasing micronutrients and celebrating high-achievers to inspire mums. The redesign led to a 77% visual appeal rating, up from the current 66%, and improved uniqueness of 55% compared to the industry standard of 50%, enhancing perception and driving positive purchasing decisions.