Superdrug Facial Cleansing Wipes
Campaign details
Category name: Personal goodsAgency: B&B studioAdvertiser: Superdrug
Executive summary
The story of Superdrug's facial cleansing wipes is a classic example of strategic design thinking and effective creative boosting commercial success.
Originally positioned and designed as a cost-conscious alternative to the market's leading brands, Superdrug's own-brand facial wipes had performed well in the past. But as the market declined and the brand leaders became increasingly competitive in their promotional activity, Superdrug's price fighter role became less and less relevant. The strategic decision was taken to reposition the brand as a credible competitor to...