Magazine article Marketing

Recall: Adwatch 11.02.09 - Boots

Magazine article Marketing

Recall: Adwatch 11.02.09 - Boots

Article excerpt

The retailer's upbeat ads tap into a broader consumer desire for some unashamed fun.

The snow last week seemed to raise people's spirits. For just a couple of days, everyone was able to forget their economic woes, put on their hats and mittens and behave like children, delighting in how big a snowman they could build and how accurate a snowball they could throw. What a relief from all the doom and gloom. What a lovely reminder of the power of laughter, and the joy to be had in simple pleasures.

So, as I look through the plethora of retailer ads in this week's selection, I find myself drawn to those that promise me a bit of fun.

This desire for levity leads me to the Boots No7 campaign: war paint for girls who just want to have fun. It's simple, upbeat girl power at its best, summed up with the Ernie K Doe song Here Come the Girls.

It is a tough time on the high street at the moment. The media is almost constantly giving us reasons to feel bad, which is exactly why I applaud Boots for urging me to 'feel good'. It's a line that works for a pharmacy, works for me and works for the current economic climate. OK, so I have to part with money I'm not sure I still have to get this feel-good factor, but so be it. …

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