Superdrug reflects on past in campaign to celebrate 50th anniversary

Superdrug is celebrating its 50th anniversary with a marketing campaign that hopes to ‘reassure’ customers that the retailer’s founding principles are still part of its DNA.

Video: Superdrug is promoting its “service and values” in campaign to celebrate its 50th anniversary.


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Speaking to Marketing Week, Superdrug’s marketing director Matt Walburn said the campaign is aimed at saying thank you to customers and to get out the message that it is a high street success story. Superdrug now has more than 800 stores across the UK and Walburn claims the retailer has had a “very successful” last couple of years in terms of sales growth.

He added that Superdrug is planning to invest in all its stores by the end of the year to upgrade the shopping environment and continue its message that it is “going strong” on the high street.

“To be retailer on the high street for 50 years and one that is doing well in recent times is a good message to get out there,” he said.

Activity online and in-store to celebrate the anniversary will run through April, while a TV campaign, created by Billington Cartmel, will kick off on 9 April. That will be a continuation of its “That Superdrug feeling”, focusing on its service and offers, both of which were cornerstones of the firm when it launched in 1964, claimed Walburn.

Superdrug has also worked with suppliers including P&G and Unilever to come up with a range of exclusive pink varieties of their products and is offering a 50 per cent discount on a number of lines.

“It will be a party in store with customers and store teams celebrating and emphasising our commitment to outstanding promotions, inclusive shopping environments and great service.

“We want to reassure customers that the DNA that made us successful when we first began still exists,” said Walburn.

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