We all know Horlicks exists in the world, but how many of us actually drink it? Sure, it has a core fanatical consumer base, but we quickly realised in order to make it appealing to a more democratic audience, we had to address two misconceptions of the brand that we uncovered through research.
Firstly, we needed to change the perception that it is a drink just for helping you get to sleep at bedtime. Ensuring that people realised there is a place in our lives throughout the day for this caffeine-free malted hot drink. Secondly, we needed to broaden the target audience to both lapsed users and younger consumers, who may have previously thought Horlicks was a drink for an older generation.