Horlicks' advertising strategy in India is a very good case study in long-term FMCG brand building . Its approach combines scientific credibility, emotional storytelling, segmentation and massive distribution-led advertising . 1. Own a simple, memorable benefit The most important advertising platform has been: “Taller, Stronger, Sharper.” This gives consumers three easy-to-understand benefits: Taller → physical growth Stronger → strength and nutrition Sharper → cognitive development HUL continues to support this scientifically backed positioning in its brand communication. ( Unilever ) Why it works Parents do not want to analyse nutrients individually. Horlicks converts complex nutrition into three desirable outcomes . 2. Advertise to two consumers: mother and child Horlicks historically recognised an important FMCG reality: Mother buys. Child consumes. Therefore, its advertising has traditionally combined: Rational message for parents Nutrition Protein and micronutrients Growt...
First, brands need to show up where decisions are shaped. GEO is becoming the new SEO. As Danielle mentioned, if only about 1 percent of LLM citations come directly from brand websites, companies must engage more actively in reviews, communities, and other trusted sources. Managing a brand’s relationship with LLMs is becoming a critical new capability. Second, wellness positioning must be specific. Generic claims like “healthy” or “healthier” are no longer sufficient. Brand propositions need to be credible, measurable, and outcome based. Consumers increasingly measure calories, glucose, allergies, longevity, and many other metrics. Brands need to match that level of specificity. Third, consumers want memorable, meaningful experiences that are worth paying for. If given discretionary income, they are more likely to spend it on travel or shared moments. Brands need to think about how they can create experiences that deliver that level of value. Finally, affordability still matters,...