Skip to content

What we say and how we say it

To help you with tone of voice, we have created four simple 'Superdrug speak' sections: Conversational, Transactional, Informative and Engagement.

Conversational

The conversational tone of voice can be used for a brief, an email and a conversation as well as leaflets, website copy or a magazine. Sentences should be short and punchy, like a real conversation, whilst always remaining polite and well mannered – the first basic principle of all Superdrug communications.

Don't say this...

"Worried about... Scars? Stretch marks? Dehydrated skin? Restoring skin care oil can help. It's specially formulated with a blend of eight natural active oils that help to minimise the appearance of scars, stretch marks, blemishes and uneven skin tone, which makes it a beauty essential."

Say this...

"Scars? Stretch marks? Dehydrated skin? Try this."

Don't say this...

"Congratulations Keely from Kent for winning the first day's prize in the fabulous Superdrug competition."

Say this...

"Nice one Keely! You've won a stunning Superdrug prize."

Don't say this...

"A ghoulish, gory, gorgeous Halloween is on the cards and you'd best not miss out on our great Trick or Treat deals."

Say this...

"No tricks — just treats and lots more great deals instore this Halloween."

Don't say this...

"You owe £15,000. We must receive this asap. Call me when you get this."

Say this...

1) Well mannered and trusting

"Hi Jon,
We're aware you have missed this month's payment. If you could contact us as soon as possible to arrange payment or discuss the matter in more detail, that would be great.
Kind regards, Liz"

2) polite and clear

"Hi Jon, Thanks for the update. We have received the £7,500 and look forward to receiving the remaining £7,500 on Friday. Best regards, Liz"

"Hi Jon,
I hope you are well. We are concerned that you have fallen behind on your re-payment schedule. We will unfortunately need to place your account with us on hold if we do not receive your payment in the next 7 days.
Kind regards, Liz"

 

3) Serious

"Hi Jon,
I hope you are well. We are concerned that you have fallen behind on your re-payment schedule. We will unfortunately need to place your account with us on hold if we do not receive your payment in the next 7 days.
Kind regards, Liz"

Transactional

Transactional 'Superdrug speak' is mainly used to drive sales, emphasising value or promotions. It should be clear and straight to the point. If you can say it in one sentence, don't write four. It must also have a sense of urgency, without being too shouty.

When writing transactional copy, please be aware that, when stating "all", this must mean all products in the referenced category. When stating "selection" or "selected", there must be a wide enough range in the referenced selection or the copy will be deemed misleading.

Don't say this...

"Half price weekend. Hurry! Must end Monday. Look for the blue cross instore!"

Say this...

"Half price weekend!"

Don't say this...

"Discount clearance sale."

Say this...

"Price crash."

Don't say this...

"Half price weekend. Hurry! Must end Monday. Look for the blue cross instore!"

Say this...

"You beauty! Save £2 on Maybelline Lash Stiletto Voluptuous Mascara." Introductory offer £5.99, will be £7.99 (In caveats)

Informative

The key thing to remember is: be straightforward — keep it short and simple.

Don't say this...

“We’re sorry… but we’re not able to sell more than 2 packs of Paracetamol per customer transaction.”

Say this...

“Just so you know, only 2 packs of Paracetamol can be purchased per customer.”

Don't say this...

“The new Superdrug Benefits website is a fantastic chance to buy all you can for Christmas at lower prices. You can win a prize by registering this week. Anyone working for Superdrug can use the website and the exclusive offers are amazing.”

Say this...

“The new Superdrug Benefits website is here. Register before 22nd December to get a chance to win an iPod and see your discounts mount up immediately.”

Don't say this...

“Warning: you will be disciplined if you are seen in the warehouse without your high visibility jacket.”

Say this...

“For your own safety, please remember to wear high visibility jackets in the warehouse.”

Engagement

Often used for seasonal offers or special events, engaging copy should involve, inspire and encourage our customers as well as each other. This could be to engage people to enter a competition or to redeem loyalty points.

Don't say this...

“Enjoy a special and exclusive evening of beauty and pampering.”

Say this...

“Join the pampering party! Spoil yourself rotten at our beauty evening.”

Don't say this...

“There will be a charity event being held in the canteen today for Childline. The entrance fee will be £2.”

Say this...

“Take part in today’s relay race – it’s all for charity! Charity starts in the office, so pop into the canteen to help raise more money for Childline. Entrance costs £2.”

Don't say this...

“The marketing department is holding a strategy day at our Bolton store. If you are planning on attending, please inform the Brand Team.”

Say this...

“The Brand Team will be running a strategy day on Friday at our Bolton store. If you’re interested in finding out about our exciting plans for next year, then come along and join us. Hope to see you there.”

Don't say this...

“Revolutionary anti-ageing serum with PhytoCellTec extract from the Swiss Apple to promote a fresher and younger-looking complexion.”

Say this...

“Try our new overnight skin renewal serum and be on your way to fresher, younger-looking skin.”

Downloads

Introduction

The logos

Tone of voice

Colours

Typography

Promotional and Pricing messages

Icons and roundels

Photography

Message hierarchy and layout

Property

Pharmacy and Health

HR

TV end frames

Sponsorship and concessions

Charity and third party

Web