Superdrug has become the first health and beauty brand to launch on Roblox with a new branded game called ‘Superdrug Obby,’ in celebration of the retailer’s 60th anniversary.
The game will be available to play from 29 May for a limited time and will feature challenges based on some of Superdrug’s own brand products, including ProCare, Fruity, and Solait.
In the ProCare level, players will navigate obstacles like spinning electric toothbrushes, bouncing across ProCare toothpaste tubes, and flying over floss highwires.
Next, players will vote for their favourite Fruity flavour in the subsequent level, followed by a final Solait summer and travel-themed level.
Upon completing the final level, players can explore a concept store, listen to an in-store DJ, and acquire Superdrug-branded user-generated content (UGC) to dress their avatars. Those who complete all levels will receive a code to redeem a fruity shower gel of their choice.
“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,” said Superdrug online business, customer and marketing director Matt Walburn.
“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,” he added.
Dubit CCO Andrew Douthwaite 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,” he said.
“We’ve loved working with the Superdrug team on this exciting project.”
