Horlicks Winning Strategy for Attracting New Audiences and Driving Sales

Let’s say that you have a fantastic product, but it seems stuck reaching only a certain crowd. How do you break free and capture the attention of entirely new audiences?

This article holds the answers you’re looking for. Come along!

Horlicks has been a household name for generations. The iconic brand, known for its sweet malted milk drink powder, has superbly addressed the challenge of attracting younger consumers.

Their strategy?

Partnering with a wellness influencer and offering a unique on-pack promotion.

So what are the key takeaways from this winning strategy and how can you adapt it for your own business? Let’s find out:

Understanding Your Audience

The first step to attracting new customers is understanding who they are and what resonates with them. Horlicks recognized that their traditional audience was ageing. Therefore, to expand their reach, they targeted a younger demographic with a strong interest in wellness. As we know, fitness and wellness are a trend on the rise these days.

Strategic Partnerships

Horlicks didn’t just throw out an ordinary marketing campaign. They went for the unique by strategically partnering with Fearne Cotton, a popular wellness influencer. This partnership allowed them to tap into Cotton’s established audience and leverage her credibility in the wellness space.

Creating Added Value

Horlicks understood that simply advertising the drink wouldn’t be enough to entice new customers. They created a compelling on-pack promotion: a free subscription to Cotton’s Happy Place app with every purchase. This app offered valuable wellness content. This is a masterstroke because it directly appeals to the interest of the target audience and creates a sense of added value.

Enhancing Brand Image

While the partnership with Cotton and the focus on wellness attract new customers on one hand, it also helps to refresh Horlicks’ brand image on the other hand. By associating themselves with a modern wellness icon, Horlicks takes a position as a relevant and progressive brand that cares about its consumers’ well-being.

Ready to Replicate this Success?

The Horlicks strategy offers a blueprint for businesses of all sizes. Here’s how you can adapt it:

  • Identify Your Ideal Customer: Who are you trying to reach? What are their interests and pain points?

  • Seek Strategic Partnerships: Find influencers or brands that resonate with your target audience and align with your brand values.    

  • Offer Added Value: Don’t just sell your product – provide something extra that solves a problem or caters to your target audience’s interests.  

  • Think Beyond Traditional Marketing: Explore creative on-pack promotions interactive experiences, or social media campaigns.

UCT Asia: Your Partner in Growth

At UCT (Asia), we understand the power of unique marketing strategies like the one employed by Horlicks. We offer an extensive range of marketing solutions to help you identify your ideal customer, develop strategic partnerships, and craft compelling campaigns that drive sales and brand awareness.

Get in touch with us today and discover how we can help you develop a winning marketing strategy that attracts new audiences and propels your business forward.

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