Boots ‘Give it Some Boots’: It’s a brutiful thing, baby

Negotiations over the proposed £7bn sale of Boots may have stalled but its advertising and marketing continues at a pace, with this week seeing the launch of a new brand platform designed to celebrate life’s “brutiful” – beautiful and brutal – moments.

“Give it Some Boots” has been devised by WPP’s The Pharm and aims to celebrate the realities of life, highlighting the optimism and confidence which comes from relying on the trusted expertise of Boots.

Whether people are entering a new life stage, navigating a health challenge, finding a confidence boost or getting ready for a big night out, the activity aims to show that Boots is in their corner with trusted advice, products and services, to help people feel ready for whatever comes next.

Celebrates Boots heritage, born out of its pharmacy roots, the campaign also brings 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.

The launch is supported by a nationwide, paid media campaign spanning TV, cinema, digital OOH, social, in-store and online.

It is being led by two 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 showcase authentic stories of embracing life’s ups and downs.

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.

Boots chief marketing officer Charlotte Lock 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.”

So, what is the consensus around the Decision Marketing office?

Well, one things for sure, it’s certainly lively, possibly too manic for some but we love it. In these days of rather dull advertising, “Give it Some Boots” stands head and shoulders above most.

OK, there aren’t many blokes in it, apart from a couple of dancers, but, hey, who cares? It is a natural extension of “Here Come the Girls” and we’re smitten.

Decision Marketing Adometer: A ‘…walk all over you’ 10 out of 10