In 1994, Superdrug appointed Nucleus for an end-to-end review of their brand. The business established as a discounter, but it had come under increasing competition from supermarkets. We recommended a solution that would reposition Superdrug as a viable competitor to Boots, the sector leader, on the UK high street.

Working closely with the Superdrug Board, we developed a new positioning and a robust, differentiated set of brand values. These became the basis for 'The transformation of positively everything', a comprehensive programme of employee communication to ensure that staff in stores understood, and acted on, the change of direction for the business.

The radical new positioning emphasised fun and friendly values, in addition to Superdrug's traditional image of value, choice and convenience.