Overview
The Goal
Position Superdrug
as a retailer who campaigns on the issues important to customers (85% female customer base).
The Strategy
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
Video
Facts, stats and infographics
Promotional items distributed during LFW
Media outreach
MP Letters
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.
