Boots Opticians launches feel good campaign

Boots Opticians has unveiled a new campaign that aims to boost the confidence and happiness of people who wear spectacles.

Established to address the reluctance that some people have to wearing glasses, the Feel good campaign showcases how Boots Opticians can help consumers find frames that they will love, bringing them to a ‘feel good frame moment’ when they find the perfect pair.

The campaign, which has been designed by advertising and marketing agency Ogilvy UK, was launched on television, in store and on social media on 17 January.

The multiple explained that the television advert focuses on people of a range of ages who look stylish in their glasses.Through a split-screen technique, the top half of the screen demonstrates the way the glasses are making each person feel with a metaphorical expression of joy such as a bright sunflower, wobbling jelly or bursting popcorn.

Head of marketing at Boots Opticians, Madeline Shaw, said: “The ad features a diverse range of our core customer groups looking fabulous and feeling amazingly confident in their frames. This campaign is very different from anything we’ve seen from Boots Opticians before, and we think will really bring our brand personality to life.”

The Feel good campaign is the latest campaign from Boots that focuses on the brand's ethos of helping everyone feel good. The campaign builds on the 2018 summer Faceless Beauty campaign, which challenged the norms of traditional beauty ads, championing the idea that real beauty isn’t just how you look, but rather how it makes you feel.