Superdrug Super at 60 Years: OBBY-SESSED! Play online, win IRL.

Superdrug understands that the Gen Z and Gen A markets have massively untapped potential and they gather in platforms that are not often advertised to, like Roblox. So we met them where they are and became the first Health & Beauty retailer to offer a limited edition obby on Roblox.

We made “that Superdrug feeling” go digital in a brand new massive way by creating an immersive experience that targets this audience specifically. Our obby contained educational questions, surveys where gamers could vote on real new products for us to manufacture, and we visualised the setting in a way that tied with our Own Brands (ProCare, Fruity Shower Gel and Solait) as well as an in-game store experience that had a fun. To reward players, we gave some really fun Superdrug-branded UGCs like wings, boppers, and an outfit; and to those who completed the obby, we gave out vouchers that allowed them to claim a free Fruity Shower Gel at their own local Superdrug.