COMMENT: GlaxoSmithKline sending the kids to bed

By Datamonitor | 10 December 2003

In what seems to be an effort to make the Horlicks brand more modern and relevant, GSK has clearly identified the enormity of pester power as a purchase driver. However, it will be vital to disassociate from any 'pharma' connotations when convincing kids and parents alike that the new flavors will be appealing.

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In what seems to be an effort to make the Horlicks brand more modern and relevant, GSK has clearly identified the enormity of pester power as a purchase driver. However, it will be vital to disassociate from any 'pharma' connotations when convincing kids and parents alike that the new flavors will be appealing.

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