Boots has launched a new brand platform, ‘Give it Some Boots’, as it aims to sharpen its positioning and showcase the breadth of its offer.
The campaign is designed to highlight the retailer’s role across different stages of customers’ lives, spanning pharmacy, healthcare, beauty and wellness.
Boots said the platform will focus on the “beautiful and brutal” moments people experience, with its products, services and expert advice positioned as helping shoppers feel more confident and prepared.
The launch is being backed by a major nationwide media push across TV, cinema, digital out-of-home, social media, stores and Boots’ online channels.
The initial campaign will run for eight weeks and will also include premium digital placements, localised retail activation and high-impact YouTube connected TV formats.
Its 60 and 30-second films follow customers through a series of life moments, including navigating skincare choices, experiencing their first grey hairs and entering perimenopause.
The adverts culminate in a choreographed sequence accompanied by a specially recreated version of These Boots Are Made for Walkin’.
The campaign also features a real No7 Macmillan Beauty Advisor, highlighting the support Boots offers customers experiencing the visible side effects of cancer.
Boots is extending the campaign beyond traditional advertising with ‘Give it Some Boots’ karaoke booths set to tour the UK during September, alongside creator-led social content.
The new brand identity was developed by the integrated WPP team working with Boots across creative, media and production.
Boots chief marketing officer Charlotte Lock said the platform was intended to put the retailer “right in the middle of real life”, combining its expertise with a more optimistic and confident tone.
The strategy also draws on Boots’ 180-year heritage while attempting to give the business a more contemporary identity, as it looks to reinforce its position across health, beauty and wellness.
Boots currently operates more than 1,800 stores and offers more than 200 healthcare services alongside its beauty ranges and own brands including No7, Soap & Glory, Liz Earle and Sleek MakeUP.
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