The health drink from GSK (GlaxoSmithKline), Horlicks, has been traditionally targeted at elders and positioned as a 'great family nourisher'. However, about five years ago, the communication was changed to 'pleasurable family nourisher' with the introduction of different flavours. Horlicks' competitor, Complan, promised to make the kids taller. Shorter kids' friends coaxed them to request their mothers to give them Complan. Now, Horlicks has gone a step further in promising not only height, but a stronger body and a sharper mind...click here to read the brand war case
