Shaken & Stirred - Influential Brand Profiling and Positioning

Try watching Boots’ Christmas offering without shedding a tear

#SpecialBecause campaign launches with TV advert this Sunday during Downton Abbey

Boots UK is inviting the nation to celebrate all of the special people in their lives this Christmas with the launch of a new multichannel campaign,. Designed to inspire people to make all of the special some-ones in their lives feel truly valued this Christmas everyone can get involved by sharing online and in store what makes their loved ones

Andy Ferguson, Director of Marketing, Boots UK, explains, “We know that for our customers giving the perfect Christmas gift offers much more than just the present itself, it is a way for them to show how much they care.  This Christmas we want to inspire our customers to celebrate the special people in their lives, not just by giving the perfect gift from Boots, but by sharing the reasons they matter for the whole nation to see.

Be it the best friend who always takes your late night phone calls, the brother who’s your babysitting backstop, or the colleague who makes the office cheery this year at Boots we have a special gift for everyone, from the smallest of stocking fillers to the most luxurious of beauty treats. That’s what  is all  about…making those who make us feel good, often in the smallest or simplest of ways, realise just how special they are.”

The Christmas campaign launches this week with a new advert which can be seen on TV for the first time during Downton Abbey on Sunday 9 November 2014.

As the lights go off at the end of Christmas Day the advert tells the story of one household for whom the magic is just beginning. It’s just gone midnight and whilst everyone else in the street is heading to bed, one family is preparing a Christmas that a special woman in their life will never forget.

From the sleepy husband waiting up on the couch, to Mum and Dad driving across town bundled up from the cold, Uncle Charlie walking his dog through the late night, snowy streets and the daughter racing home from her gap year, the advert shows the lengths to which one family goes to deliver a surprise Christmas celebration for a nurse who as a mum, daughter, sister and wife makes them feel special every day of the year.

The TV spot ends with the strap line ‘Because she’s special’ and will be shown in a variety of formats including a full 60-second and a selection of shorter formats.

The Boots UK Christmas campaign this year is bigger than ever spanning multiple touch points including cinema, out of home, print and digital advertising, direct marketing and PR.  This year also sees a fresh approach to social media channels and www.facebook/BootsOfficialUK , kicking off with an exclusive unveiling of the advert to the Boots Facebook community in advance of the TV premiere this weekend.