GSKCH pushes cold Horlicks, Boost

Taking its ‘Cold Consumption’ campaign forward, GlaxoSmithKline Consumer Healthcare (GSKCH) has launched a modern retail activity for its brands, Horlicks and Boost. The campaign is targeted towards driving the HFD (health food drinks) category consumption in the summer months and includes special promotional offers, in-store branding and sampling activities.

GSKCH had first introduced the ‘Cold Consumption’ campaign in 2006 for Chocolate Horlicks, which resulted in 20% incremental sales for the health drink vis-à-vis the previous summer, traditionally considered the lean period for HFDs. This year, the company has extended the campaign to Boost with a two-month long activation at modern retail outlets across eight cities. GSKCH has also introduced a special limited edition pack of Butterscotch Horlicks, which will be available only in the summer months.

Talking about the campaign, Adityea Kapoor, general manager, CSD and modern trade, GSKCH said, “In the past we have observed a marginal drop in consumption of health drinks during the summer months. The idea behind this drive is to give consumers an opportunity to experience the great refreshing taste of cold Chocolate Horlicks and Boost.”

The ‘Cold Consumption’ campaign will be activated across the nation at GSKCH’s partner modern retail outlets including Big Bazaar, Spencer’s Hypermart, Reliance Megamart, Vishal Megamart, Shoprite, Magnet, Hypercity, Dmart and Metro.