SUPERDRUG BECOME THE FIRST HEALTH AND BEAUTY RETAILER TO LAUNCH IN ROBLOX

Health and Beauty Retailer, Superdrug, will be launching a new ‘Superdrug Obby’, a branded obstacle game, on Roblox to celebrate their 60th Birthday.

The game will be available to play from 29th May for a limited time and will be made up of three games themed around some of Superdrug’s own brand ranges, ProCare, Fruity and Solait. The unique and exclusive obbies will see players battle spinning electric toothbrushes, bounce across ProCare toothpaste tubes and fly across floss highwire, before moving onto the Fruity game. The Fruity-themed game will challenge players with fun fruity-shaped obstacles before they go onto vote for their favourite Fruity flavour! The final game is a Solait summer and travel-themed obstacle game that quizzes players on their suncare knowledge.

On completing all three games, users will enter a virtual Superdrug store, where the 60th Birthday celebrations will begin! Players can explore the concept store, listen to the in-store DJ and get the chance to win Superdrug-branded UGCs to dress their avatar.

Users who complete all games will receive a code to redeem a FREE Fruity shower gel of their choice in any Superdrug store nationwide.

Online Business, Customer and Marketing Director at Superdrug, Matt Walburn commented “For our 60th Birthday we wanted to celebrate and engage with a demographic that is increasingly drawn to digital entertainment and so we are excited to partner with Roblox and take our first steps into the gaming world.

The collaboration allows us to introduce a new generation to our brand and interact with them in a way which is more appealing and natural to them.”

Andrew Douthwaite, CCO of Dubit said “We are excited to partner with Superdrug as they extend their 60-year celebration with a brand-new integration on Roblox,” “Roblox’s immersive platform is perfect for brands like Superdrug to connect with younger audiences in meaningful ways. We’ve loved working with the Superdrug team on this exciting project.”