Horlicks makes milk exciting for kids this summer with its new “Shake Shake” campaign

This summer “Shake – Shake” the glass of chilled milk with the goodness of Horlicks – India’s most loved health food drink. At a time when kids prefer having everything cold over hot, the new cold consumption offering from Horlicks comes in two popular flavors of Chocolate Delight and Kesar Badam making milk not only healthy and delicious too!

The new TVC campaign is aimed towards contextualizing the summer season and leveraging the insight of kids not liking the glass of milk, especially when they love it in its derived formats like Ice Cream, Shakes, Kulfis.  The campaign continues to build its connect with kids by showing how kids love the Horlicks shakes made from Chocolate Horlicks and Horlicks Kesar Badam. This is magnified through the direct connect through sampling of Cold Horlicks in schools. The campaign touches all consumer touch points starting from 1^st time ever packaging innovation for cold campaign, which includes ice cubes and dew drops on the pack itself.

Talking about the summer campaign, Prashant Pandey, EVP Marketing, GSK Consumer Healthcare said,

“This summer, we will delight children by offering their favourite health drink Horlicks in a new avatar, which will not just add nutrition to milk but also make it more exciting to drink! The new summer campaign creates a new “shake shake” ritual for kids and encourages them to finish their glass of milk in a fun and exciting way. Our new campaign communicates this proposition with both Chocolate Delight and Kesar Badam flavours of Horlicks.”

Horlicks has great miscibility in cold milk, which makes it the perfect partner with milk to create Horlicks Shakes. The cold consumption campaign is a comprehensive 360-degree campaign embracing consumer promotions and on-ground activation; this includes an on-ground sampling of Cold Horlicks in schools, activating kids channels through cartoon integrations to strengthen the connect with kids, digital activation to build a connect with kids through moms and a solid trade package with relevant shopper communication and pack innovation.