Boots is refreshing its health and beauty range with the introduction of 5,000 new products across all categories. At the same time it will overhaul its Advantage loyalty card so that shoppers can begin to collect points instantly, without having to wait to register with the scheme.
The products will be supported by the “New @ Boots” advertising campaign that aims to differentiate the retailer from rivals by showcasing exclusive products and inviting consumers to “say something new about” about their lips, eyes, hair and body. Sixties icon Twiggy will be providing the voiceover.
For the first time Boots will target major conurbations with a media strategy biased towards outdoor advertising, featuring six sheets, 48 sheets, train stations and the London Underground. Traditionally the retailer has spent about 70 per cent of its advertising budget on TV. The £3m campaign will also include TV, radio, sponsorship and direct mail.
The campaign gives the first indication of where strategic marketing and development director Ann Francke intends to take the Boots brand. She is overseeing a pitch for the £44m UK retail advertising and media accounts held by J Walter Thompson and MindShare respectively.
In addition to the incumbent agencies, Publicis, Abbott Mead Vickers.BBDO and Mother have also been invited to put together a team with the aim of providing the business with an integrated service and an holistic approach to the Boots brand, the Advantage card and own-label products such as Botanics, that can be used across media, in-store and promotions.