Superdrug continues birthday celebrations with launch of Roblox game

The Health and beauty giant, Superdrug, will be launching a branded obstacle game named ‘Superdrug Obby’ on Roblox to celebrate its 60th birthday.

The game will be available to play from today for a limited time and will consist of three games themed around Superdrug’s own brand ranges: ProCare, Fruity and Solait.

The first Obby (an obstacle course game within Roblox) will see players battling spinning electric toothbrushes, bouncing across ProCare toothpaste tubes and flying across floss highwire, before moving onto the Fruity game.

The fruit-themed game will challenge players with fruit-shaped obstacles before asking them to vote for their favourite Fruity flavour.

The Solait game is a summer and travel-themed obstacle game which quizzes players on their suncare knowledge.

After completing all three games, players are invited into a virtual superdrug store for 60th birthday celebrations. Users can explore the concept score, listen to the in-store DJ and have the opportunity to win Superdrug-branded UGCs (virtual clothing) to dress their avatars.

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, said: “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, also commented: "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.”

Last week, Superdrug, kicked off its 60th birthday celebrations with a plethora of in-store experiences and promotions as well as bringing back discontinued 90s makeup.

During the promotional period, until 18 June, VIP Reward subscribers will be able to enjoy exclusive 60th birthday treats such as Superdrug Birthday Krispy Kreme Doughnuts and extra points to spend online and in-store. What's more, stores across the country will also be offering make-up artist and hair stylist appointments, live in-store DJs and celebrity visits.