Out of home

Superdrag

The challenge

To raise awareness of the charity Switchboard LGBT+ Helpline and bring to life the ‘United we Stand’ sentiment at Manchester and Brighton Pride.

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Insight & Strategy

2022 marks the 5th anniversary of the partnership of Superdrug and Unilever with the charity Switchboard LGBT+ Helpline. The charity offers vital support for the LGBT+ community by providing a safe space to talk. We knew that a multi-brand experience would create a fun and engaging event for customers and bring to life the ‘United we Stand’ sentiment. It would also be the perfect way to communicate messages about the charity as well as sampling and trial of a range of relevant products.

Activation

Under the banner of ‘United we Stand’ several brands came together to celebrate Pride in Manchester and Brighton. Against a backdrop of fabulous performances from two Drag Queens, visitors could enjoy complimentary Pride inspired makeovers and nail art showcasing Superdrug Own Brand, E.L.F, Sally Hansen and Eylure as well as trying Fantasy by Britany Spears. Our BAs communicated key messages and awareness of the Switchboard charity whilst showcasing a range of limited edition Pride products from Lynx, Vaseline, Simple and Durex.

Results

The event was constantly busy with a great buzz from the team and visitors heightening awareness of the Switchboard LGBGT+ Helpline charity. The reach of the event was further enhanced by a team of content creators who showed their audience how they enjoy their Pride products as well as how to support the charity.

5770

Customers approached

4444

Customers engaged

2

Pride Events
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