In 1873 James Horlick, a pharmacist, joined his brother in the US and together they founded the company J & W Horlicks to manufacture a patented malted milk drink as an artificial infant food. It is now manufactured by GlaxoSmithKline in the UK and sold throughout the world. The range, which was redesigned last autumn, consists of Traditional, Light and Chocolate variants.
The new packaging focuses on healthy anytime drinking and moves the brand away from its traditional bedtime image. It is designed to appeal to a wider age range of consumers, moving away from its older person positioning. The design retains a similar layout and colour scheme while elevating the range’s nutritional credentials. The sun emerging from behind the clouds, combined with a sharper typeface, enlivens the pack and the images of barley bring life and light to the design, reminding us of Weetabix. It now looks bright, fresh and summery.
The plastic container is sealed by the sleeve – good for freshness but when you try and open it the label tears off easily thus spoiling the look of the product in the cupboard. Otherwise, it re-seals well and is very sturdy.
On shelf 9/10
Its competitors – Ovaltine, own brand, Options and so on – all look relatively dour by comparison. This is not the most exciting category in the supermarket but Horlicks has the brand and packaging to look like the market leader.
The new look successfully repositions the product as a nutritious drink to compete in the hot chocolate and latte market, appealing to young women, while in no way alienating older and male drinkers. The new graphics have freshened and modernised the product. The brand now needs a great advertising campaign to follow through.