Boots Opticians introduces new brand identity

Boots Opticians has launched a new campaign, reflecting a repositioning of its brand identity.

A new marketing film, launched on television on 10 August, seeks to encourage members of the public to prioritise their eye health and “see what’s possible” with sharper vision. 

Created by award-winning director, Nick Jack Davies, the advert features a number of scenes that “focus on the joy, exploration and expression that is made possible when you can see clearly,” Boots Opticians shared, “including the amazement of seeing something for the first time, not missing out on the little things, and having the confidence to get out there and be yourself in your eyewear.”

The launch forms part of a wider repositioning for the Boots Opticians brand platform. This aims to demonstrate how the practice group can support people with their eye care needs “easily and accessibly… through expertise and care,” in addition to its range of eyewear and Contact Lens Rewards Plan.

James Arrow, managing director for Boots Opticians, said: “We are excited to be launching the new Boots Opticians See what’s possible brand platform and marketing campaign to highlight the importance of eye health and vision.”

He explained that feedback from patients emphasises how “they are able to truly embrace the moments that matter by having clear sight.”

“This demonstrates the important role that each and every one of our colleagues and partners play by helping our customers have clear vision,” Arrow continued, adding that the new branding seeks to demonstrate “how amazing those occasions can be.”

The campaign has been developed by Boots Opticians with media agency VMLY&R, and spans across its television, digital and social marketing.