Boots has unveiled a new advertising campaign and brand positioning called ‘Give it Some Boots’, that celebrates life’s ‘bruitiful’ – beautiful and brutal – moments.
The UK health and beauty retailer will bring the concept to life in stores and across media, including a television and cinema advert highlighting the role Boots plays throughout people’s lives, from a glam night out to navigating health challenges.
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The 30- and 60-second adverts feature a range of people at “different life stages navigating very different moments”, said Boots in a company statement.
“From a young woman overwhelmed by skin care choices to someone experiencing their first grey hair, to a woman entering perimenopause, each find what they need at Boots, and with it a sense of confidence, resilience and self-belief.”
Soundtracked with a new version of the song ‘These Boots Are Made for Walkin’, the campaign also features a real No7 Macmillan Beauty Advisor from a Boots store, helping to bring to life the message that with expert advice and care, “customers are in trusted hands” with Boots.
Debuting on 9 September, the advert will also be shown in cinemas ahead of the new film Verity, a film adaptation of Colleen Hoover’s bestselling novel.
The initial eight-week launch campaign will span broadcast media, premium digital environments, and localised, data-driven retail activation, designed to “capture, engage and convert consumers at every stage of their purchasing journey”.
Boots’ company statement continued: “Traditional media spend and immersive YouTube CTV formats will also be implemented for high impact and to reach mass audiences.”.
Watch the advert below:
The campaign, created by media and advertising agency WPP, will also include digital out of home (OOH), social, in-store and online, “reaching consumers wherever they are in their journey through life”, said Boots’ statement.
Creator-led content will include authentic stories of embracing life's ups and downs.
The campaign will also move beyond media and into stores, with ‘Give it Some Boots’ karaoke booths touring across the country in September.
Charlotte Lock, Chief Marketing Officer at Boots, said: “Life does not come with a filter.
“It is joyful, messy, unexpected and sometimes tough.
“‘Give it Some Boots puts Boots right in the middle of real life, bringing our trusted expertise, optimism and confidence to every moment.
“Because when you have got Boots in your corner, you can take on whatever comes next.”
