Company: Walgreens Boots Alliance, Inc.
Brand value: US$ 2,016 million
Headquarter city: Nottingham
Year formed: 1849
Boots is the UK’s leading pharmacy-led health and beauty retailer, with more than 2,500 stores across the UK, more than 600 Boots optician practices and almost 500 Hearingcare stores. The brand’s purpose is to help people lead healthier lives and to look and feel better. Their communications tagline is “Feel Good”. Boots carries a wide range of brands along with several of its own highly successful ranges, including No 7 skincare and makeup, Boots pharmaceuticals, Boots Soltan sun protection, Botanics, Seventeen, and Soap & Glory. Advantage Cards, their widely used loyalty scheme, give shoppers rewards and discounts while also providing personalised offers. Advertising in 2016 positioned Boots as “your feel good specialist” to emphasise their specialist healthcare expertise. Its Christmas 2016 campaign moved away from the traditional push on products to focus on the emotional benefits of feeling good, with a celebration of the women who work over the holiday period. More recently, it has been highlighting the joy of summer in its ads. The Walgreen Boots Alliance, which in the US owns Walgreens and holds Boots in the UK, has recently appointed a new agency team to handle its communications and media investment. Boots operates in several international markets, including Ireland, Norway and Thailand. WBA is listed on the NASDAQ.