Superdrug replaces Gavin & Stacey star with 'real store colleagues'

By John Reynolds, marketingmagazine.co.uk, Monday, 11 February 2013 11:32AM

Superdrug has dropped 'Gavin and Stacey' actress Joanne Page from its advertising and replaced her with a campaign featuring its own staff, to highlight its customer service.

Superdrug: rolls out Valentine's Day campaign

"The Superdrug feeling" campaign marks a change in direction for the retailer, which is now focusing its strategy on its customer service.

The campaign will be based around annual events such as Valentine's Day, Mother's Day and Christmas and seasonal offers available at those times.

The creative is set in a Superdrug store and features music specifically composed for the retailer.

Matt Walburn, Superdrug's marketing director, said: "This year brings a new look and feel to our TV advertising. We’ve enjoyed great success with the 'take another look' campaign and now want to build on this with a new creative using real store colleague which is something we have never done in the past.

"While the campaign focuses on tactical seasonal offers, it's done with Superdrug personality in a fun way. We're hoping to give everyone who views the ad a 'happy feeling' too. So expect to see happy dances all over the shop."

This article was first published on marketingmagazine.co.uk