Superdrug has partnered with APS’ creative agency to launch a major integrated campaign that celebrates ‘That Superdrug Feeling.’

The campaign brings to life the ‘Superdrug Feeling’ message across a series of TV adverts, in-store POS, digital and social marketing.

Highlighting the role Superdrug plays during the festive period, the concept delves into the customer journey during the Christmas season, touching viewers with relatable emotions that leave them in a feel-good mood.

The retailer’s 2016 Christmas advert, which hit screens on Saturday 12th November, comes on the back of a successful Halloween commercial. This will be followed by a New Year themed advert launching next month.

Speaking about the new campaign APS Group Creative Director, said: “This year we wanted to explore the true effect of the Superdrug Feeling on the customer and the people around them. The distinct looks and scenarios created for the adverts have allowed us to develop some memorable executions across several platforms, delivering a truly integrated customer experience.”

The campaign’s TV concepts were created by APS and produced in collaboration with Chief Productions, with renowned fashion director Chris Cottam at the helm.

Commenting about the extended brand advert for Christmas, Grant Spicer, Superdrug’s Head of Customer Communication, said: “We wanted a campaign that pulled at the heartstrings this Christmas and showed the part that Superdrug can play for all families and multiple generations and I feel APS and River have given us exactly that.”