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Group745
Group745
Group745
Group745
Group745
Group745

Boots - Nursing the Nation’s Favourite Healthcare Brand back to Health

25/01/2022
Advertising Agency
London, UK
21
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Credits

Boots is one of Britain’s best-loved brands. But 170 years on, it was starting to struggle. People’s ideas about wellness and their relationship with wellness brands had changed completely. New competitors – from discounters to online beauty specialists – were shaking up every category Boots operated in. And what’s more, its identity hadn’t been reviewed in decades and was out of step with what modern marketing needs.

We reviewed every element of the Boots brand strategy and found at its heart a brand purpose that still rang true but had never been activated: Our confidence inspires yours. From this simple but powerful idea, we freed the familiar logo from its dated lozenge and designed a new and emotionally engaging brand identity for the digital age – flexible enough to shine in the very different areas of beauty, wellness, and pharmacy. We went on to work alongside Ogilvy as brand guardians as they brought the new identity to life through TVC, OLV, and social media.

Since the new identity launched in Covent Garden’s Boots Store of the Future, satisfaction has improved (especially amongst the crucial under 40s), and significantly more customers view the brand as ‘modern and up to date. In some categories, the new store also beat sales targets by up to 14%.

About Ogilvy UK
Our vision is to inspire brands and people to impact the world. To create big ideas that make a significant contribution to the planet, society, and the bottom line. We believe in today's world this is the best way for our clients to achieve sustainable growth. We achieve this by breaking down the barriers that restrict talent and ideas. This is why our teams work fluidly across 5 capabilities: Advertising, Innovation, Experience, PR, and Health. This allows us to not only operate but innovate at the intersection of capabilities and talent. Ogilvy scales this by seamlessly connecting and accessing the deep cultural expertise of 132 offices in 83 countries. The result is multifaceted ideas for our clients that drive impact and are born from the intersection of platform x culture x technology. We call this Borderless Creativity.