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Why Superdrug believes it no longer ‘needs’ TV advertising
Superdrug’s media strategy is evolving alongside the business, as it brings marketing and ecommerce together to drive its online to offline ambitions.
While Superdrug has never been the biggest of TV advertisers, the high street stalwart has been known to pay large sums to get its brand in front of small screen audiences. Beyond adverts, the beauty retailer was headline sponsor of Love Island on ITV2 between 2016 and 2018, a deal costing an estimated £2-£2.5m in its last year.
But according to marketing, customer and ecommerce director Matt Walburn, the business no longer needs TV advertising to drive growth.
