Ad critic of Junior Horlicks

JUNIOR HORLICKS

The Advertising representing a clear-cut theme:-

                  “Junior Horlicks is a large extension specially formulated for preschool children”

Horlcks junior 1-2-3 TM, a health food drink, specially design for preschoolers, was launched in April 2006 with an all new formulation and exciting new packaging after realizing the issues of nutritional deficiencies among preschool children GSK consumer health, a global FMGC company in the multinational and OTC healthcare segment.

THE BASIC ADD MESSAGE

v  The handwritten font style is creating a sense of innocence.

v  The matter is clearly identifying the benefits of Junior Horlicks as a Consequence of better health.

v  The text is also warning about the immunities problem due to nutritional deficiencies.

v  The key message is need creation for nutrition in preschool children.

The complete baby expression in the ad are beautifully depicting the complete concept of the add thus creating a visual lesson to the parents triggering the use of JuniorHorlicks for there kids.

ü  The mode of arousal is Rational based on innate need.

ü  The motive is cognitive triggering thinking and mind perception

The Add is basically triggering the Innate need:-

                    Preschool children may be fussy in consuming food may often refuse or waste food which cause certain gap in the diet of preschool children. The velocity of the child growth demonstrates with in 3 years of life and preschoolers a kid require relative higher nutrient dense diet as compare to an adult.

As well as acquired need- to not leave any single loop hole for any nutritional deficiency despite being the normal routine diet.

THE COMPONENTS OF THE ADVERTISING

“Advertising says to people, here’s what we have got, here’s what it will do for you, here’s how to get it”.

Generally there are 4 components of advertising, these are:-

v  Objective

v  Segmentation and Targeting

v  Color

v  Style

·        Here the company has the objective to aware the parents that, there child’s are facing a certain gap in the diet and Horlicks can easily fulfill this gap.

·        They segment the market and there target customers are pre-school children.

·        The evidence based message clearly defining the differential benefits of product usage.

·        The handwritten font style of message giving the impression of innocence.

·        A cute preschool child with natural expression of bored but looking quite fresh and healthy.

·        The junior Horlicks bottle placed beside her indicates Horlicks must be with you always as a friend.

·        The color used creating an impression of freshness, pleasance and clarity as emotional response & also an indirect presentation of ingredient from natural sources.

ü  Orange- Happiness, Courage, Warmth, Successful with representing natural resources like wheat, barley etc.

ü  Light sea green- Motivated, Active, Dynamics

ü  Black- Dignity, Elegance

ü  Blue- Loved Knowledge, Honest etc.

·        The style which is used by the company is simple which shows simplicity and innocence.

Critical Analysis:- 

·        Possesses a visual appeal

·        Having the element of selective attention

·        Identifying the needs

·        Creating desire to fulfill the innate need

·        Playing effectively with the customers emotions

·        An impression stimulus creating the instance response

·        Having the element of evidence, believability and quality

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