Superdrug, Work Overview


The Goal

The Goal

Superdrug - The Goal
  • Position Superdrug

    as a retailer who campaigns on the issues important to customers (85% female customer base).

The Strategy

The Strategy

Superdrug - The Plan
  • Educate customers, media and MPs

    about the fact that sanitary protection is classed as a UK luxury item and is liable for VAT – and ask women of all ages to get involved (targeting non Superdrug customers).

The Execution

The Execution

Superdrug - The Execution
  • Video

  • Facts, stats and infographics

  • Promotional items distributed during LFW

  • Media outreach

  • MP Letters

The Results

The Results

1m views of campaign video

Support for the campaign from industry opinion formers, MPs, columnists and customers.

8% growth in sales

of Superdrug’s own brand sanitary protection.

Growth in Superdrug’s loyalty scheme membership

and uplift in current member shopping visits.

Policy Change

Questions asked in Houses of Parliament… and commitment from the then prime minister to make a change in policy
Government announced in early 2020 the decision to scrap VAT on San Pro – result.

Superdrug - The Results

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