When Superdrug wanted to develop an employer brand, Brilliant were our first choice. Brian Hammond, Superdrug

Superdrug Case Studies

Click on the pictures below to view in a larger size.

The Brief
Superdrug’s brand is taking a dramatic leap from a health & beauty retailer to a fashion retailer. They want to attract a new, dynamic breed of store staff who will be passionate about the exciting products they offer (including bags endorsed by Kate Moss!) and lead the brand forward.

The Solution
Creatively we needed to go further than recruitment has ever gone before! The artwork reflects Superdrug’s bold and cheeky image and aims to attract people who are currently working in clothes retailing to bring their fashion skills to Superdrug. The stars of the campaign are Superdrug’s own HR team.

The campaign kicked off with an advert in heat magazine, capturing the fashionable audience that Superdrug is looking for. Further advertising planned includes outdoor and trade, national and fashion press, as well as tactical materials including poaching cards and hook cards to be left in clothing retailers.The campaign will also be appearing on Superdrug’s lorries!

The Results
The adverts have certainly caused a splash in retail! The response goes through Superdrug’s career site and the first advert increased the traffic to the site by 40% with 1450 visitors, generating 78 applications in the first four days!