Universal Truth No#1: Majority of the kids hate milk.
Universal Truth No#2: Making kids drink is every mother’s nightmare.
Universal Truth No#3: Helping the mothers in this is a billion dollar business
The malted drinks category in India is estimated around 1800 – 2000 crores. The top players include:
1. GSK’s Horlicks, Maltova, Viva and Boost.
2. Cadbury’s Bournvita
3. Nestlé’s Milo
4. Heinz’s Complan
GSK dominates the market not only by the number of the brands but also in terms of the market share (around 70%) with Horlicks leading from the front.
And as market leader, Horlicks has always stayed ahead of the curve with some smart line extensions. For the uninitiated Line extensions happen when the brand launches the new product in the same category targeting a new segment through new flavours, added ingredients, package sizes etc.
Horlicks started out with their basic bread and butter brand targeted at the Kids segment where the action is the hottest.
Released couple of years back, The Taller, Stronger Sharper campaign had a series of TVC running. An interesting facet of this TVC was the focus shifting from the ‘problem-solution’ format advertising that such category follows. The mother is absent is conspicuously absent. And instead the campaign talks to the kid directly. One of the reasons perhaps is the amount of exposure a kid has today that you no longer can take him for granted or not talk to him directly. Horlicks understood this early and spoke to him like a friend. It wanted him to change the world around him by being taller, stronger and sharper.
Horlicks also has a variant for preschool children – Junior Horlicks. Specially formulated to work as a nutritional supplement.
Another variant which was launched was Horlicks Lite. Targeted at the father of the house, its key selling points are that it has no added sugar and helps in cholesterol control. Horlicks slowly, but surely started moving together towards the brand promise – The Great Family Nourisher.
The TVC explores the tried and tested clichéd route of how stress and fatigue ca n take a toll on relationships and how to circumvent (if not avoid) them.
I have a theory on clichéd advertising.
Clichés works in certain categories. For three reasons (I still swear by the rule of three!)
1. They ‘mirror’ the consumer’s life to the T
2. They have an uncanny knack of ‘romancing’ the problem
3. They make you feel ‘this is me’ and I need it.
The caution here is you may get an entry in a category but sooner or later the consumer or the competition will sort you out.
One of the best and smart extensions to come out of Horlicks has been Women’s Horlicks. All through the category over its existence, all brands have spoken to the mother at a subtle level on the fact that it’s good for them. It’s not uncommon in an Indian Household to see parents (especially mothers) drink up left over milk of their children. But I assume this is out of compulsion and not out of choice. Though I must say, I have seen many actually enjoy a glass of it too.
Keeping this insight in mind, Horlicks used another cliché to launch a new variant for women in general. Any guess on the cliché? Yes, the multi tasking angle!. In fact the Horlicks website confirms this: it says something to his effect. “...For centuries, women have been taking care of the family. You realize now that you need to take care of yourself...”
Smartly executed and roping in an ‘intelligent’ actress – Konkana Sen, Horlicks launched Women’s Horlicks.What worked in this campaign were its interesting cuts between the numerous roles a women plays in her life. From running the kitchen, taking care of kids, office pressure, etc the TVC hits the bulls eye by beautifully capturing the cliché no 1 (They mirror the consumer’s life to a T); moves to the cliché point number 2 (They have an uncanny knack of romancing the problem) and logically moves you to cliché no 3 (This makes you fell ‘this is me’ and I need it)
Clichéd hai par bikta hai!
Btw, Horlicks is sold in UK as a brand targeted at adults. The brand tag line says: unwind for a good night’s sleep
Subscribe to:
Post Comments (Atom)
Great insight on the taller, sharper ad. The decision making power is indeed shifting from parents to children in many areas.
ReplyDeleteHorlicks could have targeted women long ago and not because they drink leftover milk (although it might be true) but because women need milk! Calcium deficiency is a common problem among women leading to osteoporosis. So the stage was always set for Horlicks; it entered late!
I would not use the term cliche for what you have described. A cliche, by definition, has lost its impact due to overuse and hence we try to avoid it. As long as an idea is able to connect with the audience, its not a cliche.
All that you have pointed - Reflecting consumer reality, romance, helping the consumer identify and feel the need are actually hallmarks of effective advertising!
There is something in between novelty & cliche. You may call it "familiarity" (which has not started to breed contempt yet!)
Dear Anonymous friend,
ReplyDeleteThank you for your comments.
I never disagreed with the fact that cliche advertising dosen't work. In fact it works. What i meant by cliche was the format that agency and client get boxed into. for eg. Fair and lovely has a cliched format of before and after model working effectively for them. However, those who break the mould and go a step further truly lead th race. For e.g. Dove has moved from the beauty platform to the next level by their inner beauty campaign.
Many thanks for your comments again. Do keep writing in.
I really like the way you have traced the evolution of these ads and the concepts that lie therein. You have told it like a story which has made it so interesting to read.
ReplyDeleteAnd the rule of three,especially the one about romancing the issue is probably a very Indian ad gimmick but never fails to work!!
I would really like to know though, which part of the country;state, is the largest consumer of Horlicks?
Hi Romina,
ReplyDeleteThanks for the feedback.
South followed by the east are the major markets for Holricks
GSK is fielding a team against individual brands. Maybe they are trying to shed that 'kids-only' brand. But I feel their insight into consumer behaviour is narrow, since milk beverages are chosen over time for their taste; and not for ad blitzkrieg or up-market appeal. (Afterall, we know mothers!)
ReplyDeleteI strongly feel GSK should target customers individually with distinct brands rather than line extensions. They are risking an overlap of value propositions with their line extensions.
Also, a recent survey claims Complan as the fastest growing brand in the category, thanks to the local taste it has adopted.
Since you have taken the pain to track the category down, there are some historical facts to this malt beverage as a category. The milk supplement availability is low in the eastern and the southern part of the vindyas. The need is higher and hence traditionally the market is predominantly south. horlicks had a campaign that ran which showcased a sports personality, a dancer, a mother, a teacher, a college student, and then finally a small kid(the actual tg. This was one of the most popular commercials of the 80s. Boost came into existence because of Cadbury's Bournvita.Horlicks tried conquering by way of a variant called "Chocolate Horlicks", which flopped. Horlicks's various attempt to launch biscuits failed everytime. unfortunately the power of the brand couldnt be extended beyond malt beverages. Viva and Maltova were actually rivals of Horlicks from a company from Punjab called Jagtjit industries. SKB bought it over in the late 90s and consolidated.
ReplyDeleteThe major hindrance for the brand in TN which i suppose is the largest market for them is the product is termed as "Sick man's product". Hence if you notice all the communication are focussed at active children and no serious advice from the doctor but an endorsement from the doctor happens. Earlier communication used to focus on doctor advising mother to give horlicks to their children(late 80 and 90). (I am just sharing and there is no point of view!!)