"We were tasked to transform Horlicks from being perceived as a bedtime drink associated with older people, into a contemporary 'sleep' brand, relevant to a much wider audience. It was essential to steer away from genetic category cues (steaming mug, etc.) and to establish an ownable brand equity. In developing a 'do not disturb' door tag, a visual link was instantly made between sleep and Horlicks, supported by the man in the moon—giving a human, emotional and modern element to the brand, appealing to all ages."
