Health and beauty retailer Superdrug is to launch its first TV advertising campaign for 10 years in October, in a bid get customers to rediscover the brand.
Superdrug, owned by AS Watson, will aim to show different aspects of the retailer that are not necessarily universally known. The Christmas ad campaign, created by Hmdg, will focus on the retailer’s ethos of value and be shown on mainstream TV channels.
Commercial director Steve
Jebson said: “We are clear on our strategy, our purpose and branding and we are ready to go out and start talking to our customers. We want people to take another look at Superdrug and hopefully reassess some of the perceptions they might have had.”
Jebson added that the “seven-figure investment” into the campaign showed that “we have confidence in our brand”. He said: “Superdrug is a great brand waiting to be discovered. We’ve always done great things but probably not told enough people about them in the past.”
Jebson said details of the campaign have yet to be confirmed but added: “There are lots of reasons to come to Superdrug, and we’re not just a retailer for deals and mascara. We want shoppers to discover some of the other things we’re doing.”
He said that while customers know Superdrug for “special price deals”, they might not be aware of some of its exclusive ranges or own-brand products. He also pointed to examples such as the fact Superdrug is BUAV approved as an
animal testing-free cosmetics and toiletries retailer.
For Christmas, Superdrug is launching an exclusive make-up range for fashion brand Accessorize, plus exclusive TV hit Glee gifts sets. Own brands include Make-Up Academy, which launched last year with products from as little as £1 and has expanded for Christmas, and its value range Essential, which will expand to more than 100 products in the next two months and stretch into new categories including household.
He added that Superdrug is confident of a good Christmas and has bought high quantities of stock to reflect that. He said that, while the climate remained tough, he expected customers to “enjoy Christmas while keeping value at the forefront”.