Article tools

• Print
• 

The association of Chocolate Horlicks with the movie Ice Age 2, was instrumental in creating a huge buzz amongst kids for the entire campaign. Apart from adding to the ‘chill factor', the association acted as a platform for multimedia activation like the SMS contest, website, sampling and retail activation. Ice Age 2 added fillip not only to the sales of the brand but also to the equity of Chocolate Horlicks."

Ms. Pooja Sardana
Brand Manager
Horlicks

Destination

Indian kids had a long-standing perception of Horlicks as a hot drink. When summer holidays come, they don’t want hot drinks. Our challenge was to break the summer sales dip of Horlicks by promoting its chocolate variant, Chocolate Horlicks, as a fun chilled drink.

Platform

Ice Age, the animated movie, was a massive success. Highly entertaining and set in a chilly world, it was a perfect fit when we discovered Ice Age 2 was launching at the same time as our variant. We simply needed to show how Chocolate Horlicks was just as chilled and just as much fun.

Design and delivery

Chocolate Horlicks sponsored Ice Age 2, giving us rights to all the lead characters for this campaign. We replicated some of the movie’s main scenes in TV advertising, incorporating cold Chocolate Horlicks into the action.

An SMS competition, cinema activation, a premier launch, exclusive screenings, radio, retail and separate micro sites reached kids across India with the ice-cold message, and the brand and movie became synonymous.

Evaluation

All-India sales grew by 70% (target was 45%) during the promotion and three key markets grew by over 100%. 27,979 SMSs were received, along with 30,000 website hits.

We achieved 18% penetration in a slow-growing established category and average consumption rose 50% against last year.