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We created belief...

by unifying and elevating Superdrug’s sustainability communications 

Image of the billboard which has an image of a happy woman with the Superdrug logo and the words that feeling when you realise own brand has affordable vegan options and the strapline doing good feels super
Building meaning through comms

From plastic-free product innovation to advocating for and with customers on topics like accessible contraception, Superdrug is a sustainability and DEI leader. But in a constantly-evolving landscape, Superdrug needed a joined-up approach to communications that would build meaning around its ‘Doing Good Feels Super’ strategy. Everyone across the organisation – from head office to high street – needed to talk about it in the same way.

Image with the Superdrug logo and the words bringing good value and values together. Doing good feels super
Building a unique story

While Superdrug has always offered customers great products at great prices, increasingly customers’ definition of ‘great products’ includes sustainability. We came up with a creative wrapper, ‘bringing good value and good values together’, to act as a springboard for all Superdrug’s sustainability comms. An inspiring narrative brought Superdrug’s unique sustainability story to life. 

Image with the words principles master clarity, make it personable, mind the context, say it our way
Image of campaign creative with the words one for me, one for someone who really needs it
Image with the words don't compromise good value for good values. Try own Brand!
Image with words ooooooh yeah when you find out own brand has been against animal testing for 25 plus years. Image of white rabbit in foreground
Where comms meets progress

We crafted a comprehensive, interactive guidelines document jammed full of practical advice. Tone of voice principles, example statements and best practice creative applications empowered people across the business to communicate Superdrug’s story clearly, convincingly, and in a very ‘Superdrug’ way. Crucially, the process itself helped to build new understanding about how closely connected DEI and Sustainability are across the organisation, supporting efforts to drive yet more progress. 

Image with a montage of screenshots from the creative presentation
Image of 3 mobile views with campaign content. The first with the words, I want to feel zesty in the morning. The second with the words I want a vegan shower gel that's kind to my skin and the third with the words don't compromise on good value for good values, try own brand!