We created belief...

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.

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. 

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.