Boots Medicines

1986-7 review of advertising for Boots Medicines (OTC), first taken on by the agency in 1984. Prime task for the advertising (confirmed by research) was to provide Boots brand with the authority and credentials to compete with proprietary brands rather than being regarded as cheap `me-too' products.
Agency: McCormick PublicisAuthor: Ian Sippitt

Boots Medicines

McCormick Publicis began developing advertising for Boots Medicines in 1984. However, three years on, it was felt that the time had come from a reappraisal.

The market for 'Over The Counter' medicines is a huge and highly competitive one, being worth approximately 620 million in 1986. The growing interest in self-medication together with the Government's support of this trend suggested that prospects for overall market growth were good.

The prime task for the advertising was to provide Boots Medicines with the authority and credentials to be able to...

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