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Creating Moments out of this World with Horlicks

The Challenge

Our mission with Horlicks this year was to increase awareness of their new children’s product, Horlicks Kids Chocoland.

And the associated bonding benefits by creating moments that matter. With the already competitive product market, we needed to make the brand stand out for the right reasons in the audience’s world.
The Insight

Millennials and Gen Alphas, raised in a world of constant pressure, yearning for genuine connection through authentic moments.

Activation

We launched a multi-channel campaign that encouraged parents and children to sit down together, share a moment of perfectly imperfect creativity and fun, while enjoying a cup of Horlicks Chocoland.

Partnering with psychologist Dr Martha Deiros Collado, we commissioned research to explore the true value of meaningful connection between parent and child and revealed that it only takes ten minutes of quality time per day to nurture.

No need to spend hundreds on attractions or tonnes of art supplies – just schedule some one-to-one time together. Findings we shared with national and regional press:

Almost a third of parents (32%) admit to missing out on three or more key moments daily – which includes simple things like chatting about their days or playing together (these missed moments equate to 1,095 instances of missed hugs, laughs, chats and heart-to-hearts a year!)

The main reason for parents missing these all-important moments with their children is work (68%), followed by housework (52%), school (33%) and extra-curricular activities for either the children (23%) or parents themselves (17%)

One in ten parents (11%) also admitted to missing major milestones like their child’s first steps and first day at school or nursery.

Continuing this narrative online, we challenged the glossy image (and pressure) of perfect parenting on social platforms by putting children (and their opinions!) front and centre of our video series.

From asking them to describe what Chocoland looks like, to who they would take on the ultimate ‘Out of this World’ adventure, we captured some humorous, silly responses, all of which we just knew would resonate on social. Focusing strategically on the child’s perspective, specifically in the content openings, allowed us to hold the audiences’ attention to secure a 10-second average watch time across Meta.

In addition to this, we also employed a roster of nano parent-child content creators to:

  • Create
    Working with nano content creators to bring Created With Horlicks to life – tapping into cultural topics and trends.
  • Influence
    Engaging the target audience through the creator’s nano channels.
  • Amplify
    Through allocated media spend across Horlicks’ social channels.

Attention
Converted

  • 9.5 Second
    average watch time across Meta

  • 100%
    web links and asset inclusion

  • 67M
    Reach

  • 38
    pieces of coverage (including 36 regionals and 2 nationals)
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