Slogan Doctor: Boots: 'trust boots'

How minimal can a slogan be? 'Trust Boots' is brief, but it packs a punch.

by John Morrish
Last Updated: 13 Apr 2016

The high street chemist has had interesting times in recent years, having merged with Alliance Unichem, been bought by an American private-equity house, and moved its HQ to Switzerland. But it has more than a century of white-coated expertise behind it and a reputation as a place to go for advice and reassurance, not to mention anti-wrinkle cream - last year a scientist declared that its 'No.7 Protect & Perfect Serum' actually worked. The tag-line 'Trust Boots' was first used in 2005, as part of an ad campaign by the agency Mother. It's an imperative, not a statement; a reassuringly firm piece of guidance - just what you need when you're a bit off-colour. Boots has claimed: 'It's a concise statement of our entire corporate strategy.' In real life, though, the phrase is often used sarcastically. 'Trust Gordon Brown,' you might say, 'to mess things up.' So it's a risky tag-line for Boots, but an incentive to stay on the straight and narrow.

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