NEW DELHI: Health food drinks (HDFs) operate in a highly competitive turf. The OOH media offers a sound platform for these brands to reach out to their target audience, mainly comprised of mothers. GlaxoSmithKline (GSK) Consumer Healthcare has launched a one-month campaign in West Bengal and Tamil Nadu to promote its popular HDF brand ‘Horlicks’. The company wants its target audience to know that the repackaged drink ‘Horlicks ProHeight’ contains a special protein formulation and provides essential nutrition for a child's growth. Innovation was thought to be an effective way to communicate this message.
GSK Consumer Healthcare entrusted the outdoor duties for ‘Horlicks ProHeight’with Percept Out-of-Home, a division of Percept Ltd. And, the campaign was rolled out in early January.
Commenting on the campaign execution, Sanjay Pareek, President, Percept OOH, told network2media, “The only way to break the cluttered outdoor landscape was to innovate. But it is even more important to get the client buy-in for the innovation. GSK supported us in going for the innovation and we must thank JWT for working on a creative that was ideally suited to the outdoor medium.”
The campaign was executed using different media formats including wrap around pillars, traffic beat branding and hoardings. In Kolkata, the campaign was executed along key stretches such as between Salt Lake and VIP Road, and near major flyovers such as at AJC Bose and Park Street.
‘Horlicks ProHeight’ is particularly targeted at mothers “who are custodians of a family's health”. Mothers are anxious about whether their children are growing; whether they would be among the taller ones in class; whether they can reach the high shelves that mothers can't.
Translating this idea into a campaign, larger than life cut-outs of a boy standing on a stool trying to grab the new Horlicks pack were created for various locations in Kolkata. Though Horlicks has used outdoor in the past, this is the first time that it has used this media on such as large scale for a product launch.
The campaign also underlines an emerging trend of outdoor advertising targeting women audience in particular. This is a breakaway from the past belief that outdoor advertising is focused on a predominant male audience that is generally outdoors.
Talking about the ‘Horlicks ProHeight’campaign execution, Puneet Das, manager, marketing, nutrionals, GSK, said that as part of a test launch, the product has been launched in West Bengal and Tamil Nadu only, which are strong markets for Horlicks. Based on the response in these regions, the company will chalk out the strategy for a pan-India launch.
“The initial feedback suggests that we have been able to create a lot of buzz about the launch. There is a steady demand building up for the brand, which is a positive outcome of the innovative outdoor media approach,” he said.
In another outdoor innovation, programmed sequential illumination brought alive the key visual of the Horlicks ProHeight pack on various hoardings. Ideated by JWT, the creative partner for GSK, and executed by Percept OOH, this campaign promises to gain all the attention on the city roads.