Marketing

Bridgerton’s Adjoa Andoh Stars in Boots Christmas Advert

Bridgerton star Adjoa Andoh takes cost of Christmas in Boots’ vacation advert, which continues the British retailer’s huge magnificence enlargement. 

Andoh, identified for taking part in the character Woman Danbury in Netflix sequence Bridgerton, assumes the function of Mrs. Claus in a magical Christmas workshop (or “werkshop”) the place elves put together presents for magnificence fans world wide. 

The advert, “The Christmas Makeover,” reveals Mrs. Claus working the workshop with confidence, ease, and slightly sass, fixing gifting crises like a bow scarcity. On the finish of the movie, she turns to the digital camera and wryly says, “You thought it was all him?” 

The festive marketing campaign from Boots, the U.Ok.’s largest pharmacy chain and a subsidiary of Walgreens Boots Alliance, comes because the retailer grows its magnificence enterprise, including 55 new magnificence manufacturers within the final yr together with Supergoop!, Made by Mitchell, and Prada Magnificence. After launching its largest magnificence marketing campaign in September, Boots noticed new clients shopping for from its magnificence providing develop by practically 7% throughout the quarter. 

Magnificence stays the main focus in its Christmas advert, because the retailer competes with social channels like TikTok which might be shaping client developments and driving magnificence gross sales, chief advertising officer Pete Markey instructed ADWEEK.

“So many manufacturers are launching and coming to life via channels like TikTok, however Boots wouldn’t have traditionally been seen as the primary place individuals would discover these newer merchandise,” Markey stated. “We’re not synonymous with newer magnificence manufacturers, however that is our second to get that throughout.”

That is additionally Boots’ most influencer and creator-led Christmas marketing campaign, in response to Markey. Together with Andoh, the advert options two magnificence influencers, @soph and @snatchedbywill, who assist Mrs. Claus as her trusted “elf-fluencers.”

A push to focus on males and players

For the primary time, Boots will straight goal males within the lead-up to Christmas via podcasts, social media, YouTube, and creator content material. During the last yr, the retailer has “introduced extra males into our enterprise” via applications like its well being partnership with media proprietor Sky, stated Markey. 

This system inspired males to speak about their well being situations and featured soccer gamers like Ollie Watkins and Jordan Pickford. Section one reached greater than 32 million individuals, 80% of which had been males. 

So for Markey, focusing on males via its vacation marketing campaign “felt just like the pure subsequent step.”

“They’re key gifters at Christmas,” he stated.

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