Health and beauty retailer, Superdrug, has announced its plans to sponsor a wide range of health and wellbeing programming across Channel 4 and UKTV’s Really entertainment channel. The sponsorship is part of Superdrug’s ongoing brand repositioning strategy.

Currently, Superdrug is perceived to be a beauty brand above all else, but Superdrug would like to position itself as a health and wellbeing brand in the run-up to the opening of its first wellbeing concept store in Banbury, Oxfordshire next month.

Commenting on the sponsorship, Matt Walburn, marketing director at Superdrug says, “People know us for beauty, but we now want them to know us for accessible, affordable, everyday health and wellbeing. This sponsorship across Channel 4 and Really is an exciting opportunity for us to highlight our expertise in the field of healthcare and pharmacy. It will help us to showcase the diverse range of health products and services we offer from both a branded and own-brand perspective.”

Superdrug’s multi-channel programme sponsorship will include a set of idents, produced in partnership with Ignition Creative, that began to be rolled out on 15 April. The idents contribute to the 2014 health and wellbeing strategic business focus.

In addition, Superdrug is also in the process of refurbishing its 200 pharmacy stores across the UK, and is investing heavily in its core health, online services, and nurse and pharmacy products.