New app and new sentiment from Boots this Christmas

Boots has long been established as the UK’s leading pharmacy led health and beauty retailer. As Christmas draws closer, they have taken the opportunity to steer their commercial identity in a new direction. 

With the success of “Here come the girls” demonstrating a strong affiliation with the women of the UK and their everyday needs, Boots now want to appeal not just to women, but the wider family circle. This week sees the new “Let’s give gifts that keep on giving” and subsequent “Let’s feel good” advertising campaigns roll out across the UK. Different stories include friends, families and real-life couples exchanging gifts to inspire their loved one to do things that make them feel good. 

Alongside the new campaign is the Boots Christmas app, which will coincide with a social media expansion. The app offers an easier way to shop for gifts, including a Gift Ideas function which asks you for the recipient of the gift and your chosen price range and the app will give you a suitable list of ideas. Their Video Gift Tag uses smartphone technology so that the gift giver can record a personal message, which is then turned into a tag and attached to the gift so it can be played on Christmas morning for their special someone. 

Elizabeth Fagan, marketing director of Boots UK said: “The new advert represents another step forward for the brand, moving from Boots gets women to actively inspiring them to feel good. The new communications strategy will be inspiring women, and their families…to feel positive about giving this Christmas.” 

Can a high street staple like Boots resonate the same way with this new communication strategy? Only time and shoppers can tell.  

Zehre Rushby