Superdrug is set to roll out a new ad campaign in October, which aims to encourage customers to rediscover the brand.
The health and beauty retailer has not launched a major TV marketing drive in ten years, but the new ads will come just in time for the busy Christmas period.
Commenting on the campaign, which will be undertaken alongside agency HMDG, Commercial Director at Superdrug Steve Jebson said: “We are clear on our strategy, our purpose and branding and we are ready to go out and start talking to our customers.
“We want people to take another look at Superdrug and hopefully reassess some of the perceptions they might have had. Superdrug is a great brand waiting to be re-discovered.”
He added that the company is doing lots of new things and indicated that it has perhaps not advertised itself well enough in the past.
The move comes after Superdrug returned to flat sales in 2009 after a tough 2008.
Operating profit reached £6 million during the year, which followed a £2.4 million loss 12 months before.