Feel Good as New in Boots Post Lockdown Summer Campaign
Boots UK has launched a major marketing campaign to help the nation to ‘feel as good as new’ as they ease out of lockdown and into the summer months.
As an essential retailer, Boots has kept its doors open throughout the pandemic to provide every community with access to pharmacy, essential health services and medicines. The retailer 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 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 ready to reveal a new Boots to customers, a through-the-line campaign spanning PR, TVC, DOOH, radio, digital display, paid and owned social, email and instore marketing is set to break on 21st June. Featuring a fast-paced creative visualisation, comprised of 33 actors showcasing a wide range of people embracing what makes them feel good as new, the TVC brings the ‘Feel Good as New’ campaign to life in an engaging and light-hearted way. Voiced by BAFTA-nominated actor Billie Piper, the ad is due to go live on ITV on Monday evening.
Pete Markey, chief marketing officer at Boots, 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, fully integrated team from Boots and The Pharm, the recently launched cross-agency WPP team made up of VMLY&R, Ogilvy, Hogarth and Mediacom. The advert was directed by The Dempseys and produced by Knucklehead production company.
Sara Rose, executive creative director at The Pharm, adds: "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 ‘coupled-up’ with ITV to become the first official ‘Feel Good’ partner, and this year’s exclusive beauty partner, of Love Island.
Agency: The Pharm Executive Creative Director, Sara Rose
Creative Directors: Dave Anderson & Ian Brassett
The Pharm Design lead: Dave Watts
Agency Producer: Katherine Cowell
Production company: Knucklehead
Director: The Dempseys
The Pharm Strategic lead: Nicole Frost
The Pharm Strategist: Caroline Tester
The Pharm Client Partner: Rebecca Dennis
The Pharm Squad Lead: Sam Phillips-Grey
The Pharm Account Director: Tabi Merritt
The Pharm Account Manager: Lisa Koba
The Pharm Media lead: Arabella Blaikie
The Pharm Media Associate Director: Anita Sztrizak
The Pharm PR lead: Ginny Paton
The Pharm PR: Sophie Parker
Client: CMO, Pete Markey
VP Brand and Marketing Comms Director: Helen Jeremiah
Director of Communications, CSR & Sustainability: Lucy Reynolds
Head of Marketing and Chief Product Owner: Fay Shannon
Scrum master: Carly Hill
Category: Retail Stores , Retail and Restaurants