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Superdrug is Britain’s most fashion conscious beauty and health retailer committed to bringing innovation and the latest styles and trends to the high street. With over 913 high street stores in the UK and five stores in Southern Ireland, Superdrug has become synonymous with fashion, beauty, value for money and the retailer’s wide range of exclusive brands and products.

Kommando were commissioned to create a marketing campaign which would launch Superdrug’s new flagship store in High Street Kensington, provoking a reaction and changing consumer behavior by leading traffic away from competitors and in-store.

A guerrilla marketing campaign ensured massive impact and raised large scale awareness of Superdrug’s presence in the area. Kommando street teams carried out an overnight transformation of Kensington High Street into the contents of a lady’s make-up bag including appearances from giant eye shadows, tweezers and nail files.

Results At A Glance:

  • Increased awareness of Superdrug as the UK’s leading beauty and health conscious retailer amongst Superdrug’s target market.
  • 60% increase on expected footfall; 45% of footfall into the store driven from promotional activity outside competitor stores.

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