For a love life less taxing



The UK has the highest teenage pregnancy rate in Western Europe – so Superdrug thought it was high time that condoms were exempt from VAT.

With ZPR’s help, Superdrug led a campaign to have the tax on condoms reduced to 5%.

This included delivering 9,000 condoms to the steps of the Treasury. The store also cut the price equivalent of VAT from its own label condoms permanently in 2005 – a move that saved customers an estimated £250,000.

When Gordon Brown finally cut the tax on condoms in the March 2006 budget, Superdrug claimed victory and made the front pages of several national newspapers including The Sun and The Daily Telegraph.

The story was also a big hit on the airwaves, with coverage on BBC Radio Five Live and Radio Four’s PM programme.

We secured coverage in magazines and newspapers that would
have cost £750,000 to buy the space.

All the coverage we generated was worth £1,875,000