Superdrug kicks off £5m creative contest

Superdrug, the UK's second-largest health and beauty retailer, is reviewing its £5 million advertising account.

Superdrug: HMDG used Page in its first TV work in ten years
Superdrug: HMDG used Page in its first TV work in ten years

The brand has opened talks with agencies as part of the review process, which is in the early stages.

Superdrug currently works with the branding agency Uber, which created the brand's most recent TV spot.

The retailer split with its last retained agency HMDG earlier this year and moved to working with agencies on a project basis. Uber won a brief to create Superdrug's summer TV campaign in May after a pitch.

HMDG created Superdrug's first TV ad campaign for ten years, fronted by the Gavin & Stacey actress Joanna Page.

In May last year, the retailer rolled out a major above-the-line campaign, also featuring Page, to promote the launch of its Beautycard loyalty scheme in an attempt to increase pressure on its rival, the market leader Boots.

Before HMDG’s appointment, Havas Worldwide London, then known as Euro RSCG London, worked on the business.

Superdrug, which is owned by the international retailer AS Watson, recently entered into a partnership with the parenting support club Bounty, which gives it access to Bounty’s database of 840,000 members.

ZenithOptimedia retained the combined UK media planning and buying account for Superdrug and its sister brand The Perfume Shop in February.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published