Observed Signal · Sep 9, 2026 · Product Launch · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Boots Launches 'Give it Some Boots' Brand Platform via WPP
Boots, the UK health and beauty retailer, has launched a new brand platform, 'Give it Some Boots', replacing 'With you, for life'. The campaign, created with WPP, features original music by indie artist Gretel, choreography by Holly Blakey, and depicts real women facing beauty and health challenges, including a moving scene with a chemotherapy patient. Boots CMO Charlotte Lock, who joined in November 2025, briefed WPP to 'make me feel uncomfortable' and chose the boldest of five concepts after consumer research. The platform aims to turn the brand's high trust scores into a more human connection, supported by a new visual identity rolling out from September 9, 2026. The campaign will be supported by creator content and personalized offers to Advantage Card holders.
This is a creative brand campaign launch, relevant to AdTech as a marketing activity, but not a technology or industry-shifting event. It shows how a major advertiser is repositioning its brand, but it is not a platform change or funding news.
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Key Takeaways & Evidence Grounding
- Boots launched a new marketing platform called 'Give it Some Boots' on September 9, 2026.
- The campaign was developed with WPP, with creative direction by Simon Lloyd.
- The new platform replaces the previous positioning 'With you, for life'.
- The campaign features original music by indie artist Gretel and choreography by Holly Blakey.
- Boots CMO Charlotte Lock joined in November 2025 and briefed WPP to 'make me feel uncomfortable'.
Connected Companies & Entities
1 Entity mapped“WPP was the agency behind the campaign, with Charlotte Lock briefing them to 'make me feel uncomfortable'....”
Ontology Mapping & Concepts
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