CPM managed the product launch of Women Horlicks in India. For the first time in the history of FMCG industry GSK is proud to launch a supplement drink enriched with HEMOCAL specially for women.
The challenge in India was women do not usually invest as much time on addressing their own nutritional needs as they do on others, usually friends and family. The sampling activity helped to showcase how Haemoglobin and Calcium is essential for nutrition.
CPM conceptualised and designed the entire sampling programme.
The touch points were shopping malls where the footfall is high and visited by families.
The CPM sampling team covered 12 cities across India focussing on high end malls.
140,000 women approached
Sold 16,000 units during 8 weekends (available in 2 flavours)