WALLGREENS BOOTS ALIANCE / BOOTS LABORATORIES RADIANT HEALTHY SKIN
Despite high levels of success in the UK, Boots Laboratories has not been able to break into the competitive German market due to the lack of brand recognition and overall limited awareness among German consumers.
Introduce an emotional aspect to a scientifically positioned brand in order to create more of a responsive connection and offer consumers something they can identify with by creating a new set of effective imagery aimed at capitalizing on Boots’ English pedigree.
This strategy is now being applied to every level throughout the communication chain (brand, product, promotion). Increased visibility via promotions, such as the “Women’s Run,” are helping to boost awareness and generate greater demand throughout German pharmacies.
Strategy, Print, Sales promotion, POS, Direct marketing, Activation