Boots UK: Empathy is the best form of defence

Adam Adam McGlashan, Chris Baker

Boots UK, a health, beauty and pharmacy brand, and created the Menopause Monologues series to reverse penetration decline, increase consideration and power, and emotionally reconnect with millions of Brits.

Campaign details

Brand: Boots Brand owner: Walgreens Boots Alliance Entrant company: VMLY&RIdea creation: VMLY&R London Market: United Kingdom Sector: Pharmacies & drugstores Media channels: Sales promotion, Websites & microsites, Social media, Content marketing, Magazines - consumer, Radio & audio, Word of mouth, Influencers, KOLs, Point-of-purchase, In-store Budget: No budget

Executive summary

Boots has been an enduring force on British High Streets for 174 years, but it was suddenly under attack. Every grocer, bargain store, pureplay and marketplace began to diversify, selling health and...

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