Teenage clubbers star in Superdrug push

By ELEANOR TRICKETT, campaignlive.co.uk, Friday, 10 September 1999 12:00AM

Clubbing and partying teenage girls are the targets of new press advertising by Superdrug to promote its range of cosmetics designed for nights on the town.

Clubbing and partying teenage girls are the targets of new press

advertising by Superdrug to promote its range of cosmetics designed for

nights on the town.



Teenagers were shot in real situations at a nightclub in the North of

England for the advertising, produced by Bates UK, which will run in

young women’s titles.



The ads present the high street chain as the place to buy bold party

cosmetics. Aimed at 14- to 18-year-old girls, they promote Superdrug’s

Secret Weapon range of sparkly, glittery and metallic cosmetics for the

face and body.



The ads were written by Ruth Jackson and Dan Bryant, art directed by

Nick Simons and photographed by Jane Hilton. Media is being bought by

Zenith.



Young girls are a significant part of the market for the

Kingfisher-owned toiletries retailer and have featured in its acclaimed

’video diaries’ TV campaign, which made its debut in 1996.



Earlier this year Superdrug launched a new set of the ’do-it-yourself’

films in a pounds 1 million national initiative, part of an increased TV

commitment by the chain.



Superdrug has been moving away from its former positioning as a line and

price advertiser and taking a more aggressive stance against major

rivals such as Boots and the Body Shop.



Its strategy was devised after research showed that Superdrug’s

championing of low prices - and particularly its battles with fine

fragrance houses - struck a highly sympathetic chord with consumers.



This article was first published on campaignlive.co.uk

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