Unscripted Moments and Authentic Memories with Boots’ New Advertising Strategy
- Boots launches ‘Saving Summer’ campaign
- Embracing unpredictability of summer season
- Advert features family preparing for outdoor challenge
- Campaign runs for ten weeks
- Includes podcast, cinema, digital, out-of-home, print, social and digital audio
- Vevo music sponsorship with Taylor Swift package
- Summer of Music YouTube sponsorship
- Available through Snapchat AR lens
- Boots chief marketing officer Pete Markey’s quote
Boots has launched its ‘Saving Summer’ campaign, embracing the unpredictability of the season by recognizing that plans don’t always go as expected. The health and beauty giant’s advert shows the journey of a family bracing themselves for a new outdoor challenge, before realizing their daughter mistakenly packed a Boots bag instead of her hiking boots bag. Created by agency The Pharm, the advert went live with a nationwide campaign on 22 May and will run for ten weeks, supported with podcast, cinema, digital, out-of-home, print, social, and digital audio. Additionally, the campaign will use new disruptive media formats like Vevo music with a Taylor Swift sponsorship package to leverage the biggest tour of the summer and a ‘Summer of Music’ YouTube sponsorship. Boots chief marketing officer Pete Markey said: “We know life has its unscripted moments that we can’t always prepare for, but this summer we are encouraging people to embrace the unpredictability of summer and savour those authentic moments which make a British summer so memorable. While we can’t predict what adventures might unfold, we can help you prepare for any situation summer might throw at you with our extensive range of summer essentials, healthcare, and beauty products.”
Factuality Level: 8
Factuality Justification: The article provides accurate information about Boots’ ‘Saving Summer’ campaign and its various advertising formats, including the advert, nationwide campaign, podcast, cinema, digital audio, Vevo music sponsorship, YouTube sponsorship, and Snapchat AR lens. It also includes a quote from Boots chief marketing officer Pete Markey. However, it briefly mentions the retail industry’s recent strikes without providing further context or details.
Noise Level: 4
Noise Justification: The article provides some relevant information about Boots’ ‘Saving Summer’ campaign and its various advertising formats, but it also includes some irrelevant details about the retail industry being hit by strikes which is not directly related to the main topic.
Financial Relevance: Yes
Financial Markets Impacted: Boots (company)
Financial Rating Justification: The article discusses Boots’ marketing campaign and its impact on the retail industry, which can affect the company’s financial performance.
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no mention of an extreme event in the text.
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