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Boots launches "biggest ever" summer campaign with new media innovations

Sophie Smith
06 June 2023

Boots is celebrating the arrival of the British summer with the launch of its biggest ever summer campaign, titled Perfectly Imperfect.

Described by the brand, the campaign recognises the public's ability to find the joy in every British summer scenario and highlights the "strength and resilience of the nation; prepared for any weather, obstacle, or delay".

The film tells the story of a perfect British summer's day at a lido, from the perspective of a wasp.

Running for ten weeks, the campaign will be supported with TV, radio, cinema, digital OOH, print, social, digital, in-store and online activations. As part of this, Boots has launched a 30-second TV advert, which has been developed in partnership with the retailer's advertising agency at The Pharm.

The campaign also incorporates new media innovations, with a range of "disruptive" media formats in partnership with media owners, such as actionable smart speaker audio advertising with SayItNow.

In addition, Boots has introduced a new data-led linear TV and addressable activation with Sky, which matches the retailer's customers with Sky’s Viewing Panel.

Pete Markey, Chief Marketing Officer at Boots, said: “We want to celebrate the perfectly imperfect moments and this summer we are encouraging people to embrace the simpler, smaller pleasures and those authentic moments which make British summer."

Sarah Bamford, Creative Partner at The Pharm, added: “It was important to land the insight of an unpredictable British summer in a believable way.

"We enlisted multi award winning director, Scott Lyon, who is known for balancing technically-innovative films with nuanced performance. Navigating the unpredictable weather, we shot and cast in the UK to make sure we captured the classic British wit and charm.”

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