Boots has launched a major new brand campaign using the slogan ‘Give it some Boots’.
The multi-channel campaign aims to inspire confidence in customers and capitalise on the level of trust enjoyed by the 177-year-old retailer.
It hopes to ring true with consumers by capturing moments they can relate to, from major health challenges to preparations for a night out, while acknowledging the confusion that can arise from a flood of messaging around beauty and wellness.
Launching today, the campaign spans TV, cinema, out-of-home, social, in-store and online. A 60-second TV ad features a reimagined version of the 1960s Nancy Sinatra hit These Boots Are Made for Walkin’.
Boots chief marketing officer Charlotte Lock told The Grocer the autumn launch was to coincide with “September as the new reset moment where people really start to think about their health and wellness”.
“It’s a real back-to-school moment, physically and metaphorically, and we see it in sales of health, wellness and skincare. This is about reflecting that shift in customer missions and showing that Boots is there.”
“Life doesn’t come with a filter. It’s joyful, messy, unexpected and sometimes tough,” said Lock, who moved from John Lewis to Boots last year.
“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’ve got Boots in your corner, you can take on whatever comes next.”
The 60-second ad will appear in cinemas ahead of the upcoming film Verity, an adaptation of Colleen Hoover’s bestselling novel of the same name.
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