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July 08, 2005

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1 minute

Boots campaign positions the brand as an expert consumers can trust

Boots is drawing on its reputation for providing expert health and beauty advice in a new through-the-line campaign that positions the chemist as a company consumers can trust.

Using the line "trust Boots", the above-the-line campaign, the first branding work for the chain from Mother, focuses on examples of Boots' expertise. This positioning is taken in-store with promotions and shelf-edge advertising.

Voiced by Desmond Morris, the TV and radio ads explain how Boots consulted botanists to help create its skincare range, and how the company has developed a range of sticking plasters that can help cuts heal faster.

The TV ads were directed by the directing trio Lynn Fox, with visual effects - including the semi-translucent baby in one ad - created at The Mill.

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