P&G partnered with Superdrug to launch the Marie Curie Charity campaign which launched exclusively in Superdrug stores.

We were tasked to develop an overarching theme using ambassador Frankie Bridge to engage with shoppers who donated to Marie Curie with every purchase of a P&G product over 12 month calendar of events.

What we did:

We developed an overarching theme ‘Feel Super’, to run throughout the year for different events, launching with the Marie Curie campaign. This was tested in focus groups to understand the shopper behaviour in category and provided initial feedback on the 'Feel Super' concept and design.

We created a partnership with the P&G products for each of the events which ran throughout the year delivering event key visuals, a 3D walkthrough video and artwork style guides for in-store and on-line executions.

This helped to raise over £200,000 which was double the original target.

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