Boots powers up 17

Boots, the high street chemist, is attempting to turn 17, its teenage make-up range, into a cult brand with the launch of advertising which relies on shock tactics to promote its theme of girl power.

Boots, the high street chemist, is attempting to turn 17, its

teenage make-up range, into a cult brand with the launch of advertising

which relies on shock tactics to promote its theme of girl power.



New ads, to be seen in the October issues of teenage style titles such

as Sugar and It’s Bliss, include the image of a girl astride a large red

lipstick, alongside the copy ’A love missile to bring mankind to his

knees’.



Further executions include an ad for glow-in-the-dark nail varnish which

features a statue with glowing genitalia.



The campaign, through St Luke’s, forms the core of Boots’ pounds 2.5m ad

budget behind 17 over the next year.



The brand, which is targeted at girls between 16 and 19, but attracts

buyers as young as 12, is currently advertising in cinemas, using the

strapline ’It’s not make-up. It’s ammunition’, and sees the new press

campaign as an extension of existing work.



Boots brand manager Tracy Armson said: ’It is positioning the brand at

girls with attitude. It’s about girl power. We’re targeting the press

very tightly to teenagers and are confident that they will interpret it

as we mean them to.’



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