Boots unveils ads to make Brits 'feel as good as new'

Boots UK is launching a major new marketing campaign to promote its new omnichannel customer experience and help the nation to “feel as good as new” as they ease out of lockdown and into the summer months.

The retailer has kept its doors open throughout the pandemic to provide every community with access to pharmacy, essential health services and medicines. It has also supported the NHS by playing a part in the delivery of the largest mass vaccination in the country’s history, as well as administering over 2.6 million Covid-19 tests.

But in addition to continuing to serve customers, Boots insists it has been working hard behind the scenes. It has invested in its omnichannel customer experience, introducing 54 new beauty brands, including Drunk Elephant, Dr Jart and Anastasia Beverly Hills, over 40 new baby brands, including an iconic partnership with Mothercare, and the Boots Health Hub – a digital front door to all the retailer’s health and pharmacy services.

Now a new integrated campaign, spanning TV, digital out of home, radio, digital display, paid and owned social, email instore marketing and PR is breaking this week.

Featuring 33 actors showcasing a wide range of people embracing what makes them feel good as new, the TV ad is designed to bring the “Feel Good as New” campaign to life in an engaging and light-hearted way, voiced by BAFTA-nominated actor Billie Piper.

Boots chief marketing officer Pete Markey said: “Boots is back and better than ever thanks to the investments we’ve made in transforming our beauty, health, pharmacy and digital offerings behind the scenes during the last 12 months.

“As we ease out of lockdown and into the summer, we feel like now is the right time to share with our customers all that is new at Boots. Our ‘Feel Good as New’ campaign does exactly this. It’s energetic, dynamic and works across all channels. We’re excited to finally reveal new Boots to our customers.”

The campaign was jointly created by a cross-discipline, integrated team from Boots and The Pharm, the recently launched WPP team made up of VMLY&R, Ogilvy, Hogarth and Mediacom. The ad was directed by The Dempseys and produced by Knucklehead production company.

The Pharm executive creative director Sara Rose said: ”This campaign captures the zeitgeist as we emerge from a post-lockdown world.  After undergoing an incredible transformation over the last 18 months Boots is perfectly placed to help people on this new journey to ‘feel good as new’.

“Through the creative we show how Boots can facilitate a new extraordinary, celebration and inspire optimism and we can’t wait to see the reaction to the new campaign when it goes live.”

As part of the ‘Feel Good as New’ campaign, Boots recently announced it has signed up as a key sponsor of Love Island.

TOPICS:Boots data-driven marketing retail marketing TV WPP