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Superdrug to launch TV ad to promote loyalty card

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Health & beauty retailer Superdrug is set to roll out a new TV advertisement in May to promote the launch of its new loyalty card.

Gavin and Stacey actress Joanna Page will star in the commercial, as she did in Superdrug’s ‘Take Another Look’ campaign at the end of 2010, its first TV advert for a decade.

Consumers will be able to see the latest ad from Tuesday May 24th, a couple of weeks after the customer loyalty scheme is launched on May 11th.

A spokesperson for Superdrug told Retail Gazette that it plans to launch further TV commercials as the year draws on, with the business looking to raise its profile and increase its competition with the UK’s largest health & beauty retailer Boots.

“There are plans to support major activity in the year ahead, but May’s advert will focus on loyalty,” she commented.

The retailer is looking to reinvent itself this year and give customers a reason to head to the high street, and as part of these plans it opened its inaugural concept store in Wimbledon last month - the first of many shops set for a makeover in 2011.

As well as boasting brighter and wider aisles, and more information on beauty treatments, the store features new segmented product zones and a pharmacy consulting room.

Products for men have been placed near the tills towards the front of the shop for their convenience, while price promotions plastered on windows have been removed in favour of opening up the front of the store to its customers.

New look stores and the launch of the loyalty card, which is understood to have a mirror on the front, are all part of Superdrug’s plan to improve customers’ in-store experience and offer them “everyday accessible beauty”.

Published on Friday 15 April by Editorial Assistant

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