The agency beat off competition from St Luke's, Leith London, M&C Saatchi and the incumbent Walsh Trott Chick Smith.
The company, which is owned by AS Watson, is looking to erode Boots' market share and is increasing its advertising budget threefold. Euro RSCG's first branding work is expected to kick off this autumn to coincide with the completion of the retailer's redesign of its 700 stores.
The pitch was overseen by Gerry Murphy, a regional manager for Superdrug and former Matalan marketing controller, alongside Superdrug's chief operating officer Euan Sutherland. Neither was available for comment as Campaign went to press. Superdrug has a patchy history of television advertising. Its most memorable recent work was a campaign created by Bates in the 90s, which was based on a series of real-life video diaries.
It's a significant win for Euro RSCG, whose chief executive Ben Langdon is fighting to reverse a recent decline in UK revenues. He was unavailable for comment.