63 and Counting as we win Bronze for our 'United We Stand' unit for Superdrug's Pride campaign.
Unilever recently partnered with Superdrug to launch a new exclusive range of rainbow-packaged Pride SKUs, while supporting LGBTQ+ community charity Switchboard, increasing its visibility nationwide and raising much-needed funds.
The campaign theme, United We Stand, started online with four short films based on Lynx, Close Up, Simple and Vaseline brand narratives. These generated Superdrug’s IGTV most viewed content for the whole year. The United We Stand heart motif and Switchboard’s helpline number featured on all rainbow POS and packs, helping to promote the inclusivity that is so important to Superdrug shoppers across the UK. The 360 plan was designed to reach the shopper at every point of their journey: social media targeting; a bold suite of disruptive POS with multiple shopper touchpoints throughout every store; all spreading the consistent message that the LGBTQ+ community is not alone.
With this display we raised the LGBTQ+ community’s profile, celebrated their stories, supported them by driving Switchboard awareness and built a sense of unity throughout the queer and wider communities. Aligned with online and social media, the instore activation was louder and prouder than ever before, creating a festival feel throughout the country as shoppers are cautiously venturing out again after the removal of covid restrictions.
Our visual merchandising expertise and understanding of Superdrug enabled us to push boundaries with a bigger, bolder realisation of POS concepts, while retaining a consistent look and feel across all elements of the 360 campaign. We did this while still meeting practical store and transport size requirements, with clever design tweaks like fold-down sections on preassembled displays that could still be set up quickly and easily once in store.
A quote from our client! - ‘With purpose at its heart, this generated all the instore theatre and standout we hoped for. Launching during covid restrictions when so many shoppers still lacked confidence was challenging; so we were delighted when United We Stand returned even better sales than our pre-covid 2019 Pride campaign.’ Rachel Elkington, Unilever.
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