Boots unveils new brand positioning in Christmas ads

Boots is dropping its long-running ‘Here come the girls’ ads and introducing a new strapline and brand positioning in its Christmas advertising campaign.

Boots chirstmas ad
‘Let’s make you into a unicorn’ scene features in Boots Christmas ad.

The 90-second launch spot introduces a number of families giving gifts that will inspire each other to feel good at Christmas. Scenes include two daughters encouraging their mum to get back on the dating scene, a young couple and two teenage brothers and a young girl painting her grandad’s toenails. A number of shorter spots will follow each storyline from the longer ad.

A voiceover states: “Let’s feel good. Let’s give gifts that keep on giving.”

Let’s feel good will be introduced as the strapline for all future brand communications.

Speaking to Marketing Week at the launch of the Christmas campaign, Boots marketing director Elizabeth Fagan said the ad is a “step forward” for the brand, adding that Boots needed to move on from the message it has been communicating for the last four or five years.

Launching the new positioning and ad campaign, Fagan said the transition from its previous ‘Here come the girls’ activity is “very natural”, adding that the new direction resonates with all ages and families, not just women.

She said: “It’s not enough to show them that you get them and understand them, now we have to think about how we inspire them to feel good and have fun in their lives. Our next step is to really inspire people to take action and take control of their lives. Boots is for everyone and we want all women to feel that they can take steps to improve their life and Boots is there to help them on their way.”

“We’re moving from ‘Boots gets women’, to Boots wants to inspire women to do things that make them feel good. This Christmas is about inspiring people to give gifts that genuinely give people a good feeling well after Christmas. It’s about diversity and the whole UK. The appeal of our brand is widespread and we wanted to reflect that diversity.”

The Christmas ads are set to the track “Are you ready for love”.

The ad will air tomorrow (10 November) during the X Factor. The campaign also includes press, digital and direct mail activity.

Boots also unveiled its Christmas gift finder app at the ad launch, as previously revealed by Marketing Week last month.

The app allows shoppers to search items, create a gift list and integrate it with their contact list, and arrange delivery of items to their home address or their local store. It also includes a personalised video gift tag that lets customers use their mobile device to record a message for the recipient to watch on Christmas Day.

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