The message is clear – it’s time to ‘Give it Some Boots’, as the UK’s leading health, beauty and wellness retailer today launches a bold new brand platform. The new brand positioning is designed to celebrate the realities of life, highlighting the optimism and confidence which comes from relying on the trusted expertise of Boots.
The platform reflects the unique role Boots plays in giving people support and inspiration throughout the ‘brutiful’ – both the beautiful and the brutal – moments in life. Whether people are entering a new life stage, navigating a health challenge, finding a confidence boost or getting ready for a big night out, Boots is in their corner with trusted advice, products and services, to help people feel ready for whatever comes next.
The new brand identity and confident tone of voice celebrates Boots heritage, born out of its pharmacy roots, while bringing a fresh, more contemporary expression to the brand. Out with the old and in with the bold, the platform showcases the breadth of Boots, from healthcare and pharmacy to beauty, wellness, advice and inspiration, and the expertise that sits behind it.
Charlotte Lock, chief marketing officer at Boots, said: “Life doesn’t come with a filter. It’s 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’ve got Boots in your corner, you can take on whatever comes next.”
The launch is supported by a nationwide, full-funnel paid media campaign spanning TV, cinema, digital OOH, social, in-store and online, reaching consumers wherever they are in their journey through life.
It comes to life through 60- and 30-second films featuring people in different life stages navigating very different moments. From a young woman overwhelmed by skincare 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. The films culminate in a joyful choreographed dance sequence, set to a specially recreated version of ‘These Boots Are Made for Walkin’.
The campaign also features a real No7 Macmillan Beauty Advisor from a Boots store, one of many specially trained advisors supporting customers experiencing the visible side effects of cancer. It brings to life the message that with expert advice and care, available both in store and online, customers are in trusted hands with Boots.
Taking the movement beyond advertising, ‘Give it Some Boots’ karaoke booths will travel the nation in September, inviting people to step up, sing out and share their own stories. The launch is also supported by a suite of creator-led content, designed to bring ‘Give It Some Boots’ to life through authentic stories of embracing life’s ups and downs.
The campaign launches nationwide today, Wednesday 9 September, alongside cinema placements including a slot ahead of ‘Verity’, the highly anticipated film adaptation of Colleen Hoover’s bestselling novel. The initial eight-week launch 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. Traditional media spend and immersive YouTube CTV formats will also be implemented for high-impact and to reach mass audiences.
The new brand identity and adverts have been developed by the integrated WPP team supporting Boots, bringing together creative, media and production expertise. The launch comes as Boots continues to strengthen its position as the UK’s leading health, beauty and wellness retailer, combining over 200 healthcare services with an unrivalled beauty offering and a portfolio of trusted own brands to support customers through every stage of life.
