TALKING TO MEN FOR SUPERDRUG


Challenge


Superdrug’s online doctor service gives men the opportunity to treat erectile dysfunction discreetly, avoiding an embarrassing one-to-one with a doctor or pharmacist.

Truth


We worked off three key insights about male attitudes to ED: They don’t want to be seen as ‘less of a man’ in front of their friends, they want to be ‘in control’ in the bedroom and they want to be able to create special occasions for their partner.

Solution


Using the discreet environment of men’s service station bathrooms, we created a series of one-off headlines, addressing these concerns and directing them to the online service. The campaign generated 5,000 new customers in 12 weeks, with a significant number directly attributable to the posters themselves. Both the campaign’s effectiveness and creativity were recognized when it won ‘Best Press & Out Of Home Campaign’ at the 2017 OTC Marketing Awards, the UK’s biggest award show for consumer health advertising.
















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