Boots launches Christmas campaign
Boots has launched a new Christmas campaign called ‘What the World Needs Now’.
The campaign message focuses on how the world needs acts of kindness in this pandemic year and features Boots’ charity work with The Hygiene Bank.
Boots is donating £1 million worth of hygiene products to benefit people living in hygiene poverty and is also inviting customers to donate items such as soap, shampoo, toothbrushes, deodorant, shaving equipment, nappies and period products. These can be dropped off in bright yellow Hygiene Bank boxes that are positioned in 245 Boots stores across the country. Alternatively, people can donate £5 to The Hygiene Bank by texting BASICS to 70085.
Boots’ campaign will include a variety of formats including two TVCs. In addition, first party data will allow the retailer to tap into formats including dynamic creative optimisation as well as online publishing, paid social, AV, radio and reactive press.
Helen Normoyle, marketing director of Boots, said: “We know it’s going to be a different Christmas for people on many levels so we wanted to invest in a Christmas campaign that harnessed the true spirit of this year and people’s desire for kindness and care. As a business we want to offer our support to an important cause that’s been accelerated by the coronavirus pandemic.
“We know people are going to be value focused this Christmas so we’ve created some of our best value offers ever to help people buy Christmas gifts big and small for their loved ones.”
The soundtrack to the campaign is a contemporary re-recording of the classic track ‘What the World Needs Now’, sung by British artist Rachel Chinouriri. The film was created with partner agency WPP, and shot by director Silence Aitken-Till. The recording is available on Boots.com/love and each time someone streams the song, Warner Music will give a percentage of the royalties to The Hygiene Bank.
Earlier this year, Boots donated more than 140,000 PPE products as part of a further £1.2 million worth of products given to The Hygiene Bank.
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