Magazine article Marketing

Boots Signs Comedians in Festive Strategy Shift

Magazine article Marketing

Boots Signs Comedians in Festive Strategy Shift

Article excerpt

Health and beauty retailer turns to comedy sketch ads to find 'single brand voice'.

Boots is overhauling its advertising for Christmas with a comedy campaign that it believes brings together health and beauty in one 'brand voice' for the first time.

The ads, described as 'comedy vignettes', mark the next stage in its three-year-old 'Here come the girls' campaign.

The 11 ads break tomorrow (Thursday) and will run until January. They feature five female comedians, who will appear throughout the campaign playing various characters in sketches based on 'real-life' situations.

Each ad focuses on a different insight, such as 'feigning interest when opening a present' and 'women soldiering on despite heavy colds, while their husbands rest up at home with man flu'. The ads will be seeded on YouTube after airing on TV.

Boots marketing director Elizabeth Fagan said the retailer had not previously created an ad style that worked equally well for both health and beauty.

'For the first time we are speaking about one brand with one voice,' she said. 'A requirement for this campaign was that we made sure both had the same energy behind them. …

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