Boots Unveils New 'Give It Some' Brand Platform in a Rallying Cry From CMO Charlotte Lock
TL;DR: Boots has launched a full brand-platform reset, 'Give It Some', framing the retailer as a companion through life's 'beautiful and brutal' moments — and, notably, it has baked effectiveness measurement in from day one.
What Boots launched
Boots has introduced 'Give It Some', a brand platform built around the messy, emotional texture of real life — from a first grey hair to perimenopause — with the retailer cast as a support system across health, beauty and wellness. It is fronted by CMO Charlotte Lock and lands as a major multichannel push.
The campaign spans TV, cinema, digital out-of-home, in-store and online, uses a reworked Nancy Sinatra track, and mobilises around 200 influencers plus touring karaoke booths. A refreshed visual identity centres on a proprietary 'Boots' Blue'.
Marketing Minute's read: the measurement is the story
Plenty of retailers launch brand platforms. What makes this one worth studying is that Boots has wired in effectiveness testing with System1 and creative platform DAIVID from the outset. That signals a marketing function trying to pre-empt the boardroom's 'did it work?' question rather than answer it a year late.
It is a quietly significant shift. Brand platforms are long-term bets, and the historical weakness has been proving their commercial value while they are running. Building measurement into the launch is how a CMO protects brand investment when budgets tighten.
Why 'beautiful and brutal' is a smart frame
Health-and-beauty is an emotional category, and Boots sits at the intersection of vanity, care and vulnerability. By naming the hard moments — not just the glossy ones — the brand earns a more honest relationship with shoppers than aspirational beauty advertising usually allows.
For marketers, the takeaway is that emotional range beats emotional gloss. A platform that can flex from a proud milestone to a difficult diagnosis gives the brand years of creative runway and a reason to show up in more of a customer's life.
Quick FAQ
What is Boots' 'Give It Some' platform?
'Give It Some' is Boots' new long-term brand platform, launched in September 2026, positioning the retailer as a support system through life's beautiful and brutal moments across health, beauty and wellness.
Who is behind the Boots campaign?
The platform is led by Boots CMO Charlotte Lock and runs across TV, cinema, DOOH, in-store, online and around 200 influencers, with effectiveness testing by System1 and DAIVID.
Why does the measurement matter?
Building System1 and DAIVID testing into the launch lets Boots prove the platform's commercial impact as it runs, protecting brand investment against boardroom scrutiny — a growing priority for CMOs.
The headline isn't the Nancy Sinatra track or the karaoke booths — it's that Boots wired measurement into the launch. Naming the brutal moments as well as the beautiful ones is brave brand work, but proving it worked is what keeps that bravery funded next year. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: build effectiveness measurement into a brand platform on day one — proving impact as you go is how brand investment survives the next budget round.
Should every brand platform launch with its measurement framework attached — or does that risk squeezing the creativity?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Marketing Week, Retail Gazette.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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