(Next week: Who is the true Target Audience for these drinks? Parents or kids?)
February was the month of energy drinks. With Bournvita Lil’Champs launching a video spot urging parents to recognize true potential in their kids without focusing on their height and weight and Horlicks launching a TVC with A.R Rahman teaching kids that learning can indeed be fun.
Looks like the first quarter will see a battle between Mondelez and Unilever, both trying to leverage the exam season in March. A.R Rahman’s video with Horlicks has already garnered 28 million views at the time of writing this post, giving them an advantage over Bournvita in the digital world since Bournvita stuck to radio for their campaign. Therefore, we didn’t include YouTube in the results to make it an equal battle ground for the two brands.
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyzes the performance of mentions all over the internet and provides key metrics such as engagement, related themes, influencer data and media share.
Mentions: Horlicks Leads the social buzz with over double the number of mentions over the last 3 months. The main reason for the huge spike in December though is the sale of Horlicks from GSK to Unilever. 2019 sees the two energy drink giants fight on a more level playing field – with Bournvita actually beating Horlicks in terms of sheer mentions in early February – looks like their radio spot made its mark and triggered conversation. We are yet to see Horlicks’ response (TVC with AR Rahman) reach its full potential since it was launched just a couple of days ago, but the latter half of February already sees Horlicks in the lead!
Hashtags: What are people talking about in relation to these two energy drinks? A lot it seems. In the case of Horlicks, the audience feels quite strongly about boycotting Kapil Sharma as can be seen. Apart from that, the two brands being spoken about are GSK and Unilever which is no surprise considering the recent takeover. With Bournvita, the themes seem to be different and more general with a sprinkling of political movements, cricket and coffee.
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