HORLICKS

 

How It All Started

A chemist from Ruardean in England’s Gloucestershire, William Horlick was joined by his brother James Horlick in 1873 in Chicago and they jointly decided to open J&W Horlicks with a tagline saying Horlick’s Infant and Invalids Food. Initially the malted dairy beverage was called ‘Diastoid’. 

By 1883, the drink was patented and in 1908, the first factory was built in Slough of Berkshire in UK. The high-calorie, non-perishable and lightweight food supplement soon made its way to polar expeditions, as energy-booster and escape-kit to World War I and II and as supplement for Olympians in 1948.  

Horlicks’ Marketing Strategy

What started as a health-oriented marketing strategy since 1930’s, went through a revamping in 2003 after GSK decided to experiment with flavors like chocolate, elaichi, toffee and vanilla to offer “pleasurable nourishment”, something One of the most sensational yet controversial campaigns led by Horlicks was that of “Taller, Stronger, Sharper” in which it was shown that among two groups of children, one was given Horlicks drinks and the other was given conventional milk-based drinks and after a month a test was conducted where it was shown that kids drinking Horlicks were found to be taller, stronger and sharper than the other group.

which kids readily accepted. 

-From health drinks to biscuits, oats to instant noodles, the various products from Horlicks cater to people from different age group as well as different requirements. While Mothers’ Horlicks and Women’s Horlicks are designed to fulfill the nutritional needs of women during pregnancy and nursing as well as middle age, the Junior Horlicks, Horlicks Promind and Growth+ Horlicks are designed for kids and youth to enhance their mental and physical stamina.

 

Horlicks’ Campaign

One of the most sensational yet controversial campaigns led by Horlicks was that of “Taller, Stronger, Sharper” in which it was shown that among two groups of children, one was given Horlicks drinks and the other was given conventional milk-based drinks and after a month a test was conducted where it was shown that kids drinking Horlicks were found to be taller, stronger and sharper than the other group.

Conclusion

While emphasizing on distinct labelling and packaging in different packs, Horlicks products are created by keeping the nutritional requirements of different age group in mind. From infants to kids, youth and adult, nursing mothers to middle-aged mothers and aged people –the extensive range of products are thoroughly appealing. 

With this, there are regular advertise campaigns featuring some of the renowned faces of the industry, thereby, increasing the interest of people in Horlicks drinks, cereals etc.