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.
Watch the advert below:
“Give It Some Boots is about celebrating real life as it is, joyful, messy, unexpected and sometimes tough, and showing how our trusted expertise can help people feel ready for whatever comes next,” Charlotte Lock, Chief Marketing Officer at Boots, told Cosmetics Business.
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