Horlicks adopts consumer focus

GlaxoSmithKline is planning a swathe of consumer PR activity via Borkowski PR for its malted-drink brand Horlicks.

The use of the consumer PR specialist signals a change of tactics for Horlicks, formerly promoted by the healthcare division of Burson-Marsteller and healthcare agency Harvard PR.

The appointment comes in advance of the March launch of three new flavours of Horlicks, aimed at children.

Horlicks senior brand manager Radha Rajamohan said Borkowski would target a ‘younger’ audience.

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