Boots has launched a new brand platform, 'Give it Some Boots', designed to give customers a burst of confidence as the retailer heads into autumn.

CMO Charlotte Lock, who described her role as "the best job in marketing" almost a year into the job, is backing the platform as a way to honour the company's 180-year history while positioning it for the next 180 years.

Lock frames the platform as a "rallying cry", a term she uses to signal how Boots wants to mobilise both customers and its own teams around a shared sense of purpose.

What does 'Give it Some Boots' actually do?

The platform puts Boots' expertise at the forefront. It celebrates how the retailer helps consumers through life's "beautiful and brutal moments" — a deliberately wide emotional span that spans celebration and hardship alike.

The positioning carries three core elements according to the retailer:

• Confidence: the platform is built to give customers a burst of confidence.
• Expertise: Boots' specialist knowledge sits at the centre of the creative idea.
• Missions that matter: the company frames its brand work around meaningful missions rather than transactions.

Why is Boots launching a platform now?

The timing is tied to heritage and momentum. Boots is 180 years old, and the new platform explicitly references the next 180 years — a signal that the retailer wants its history to work as a forward-looking asset rather than nostalgia.

The launch also lands almost a year into Lock's tenure as CMO. She has called the role "the best job in marketing", and the platform represents her most visible strategic statement since taking the position.

What does this mean for the brand's direction?

By defining the platform around "missions that matter", Boots is shifting the emphasis from product promotion toward a broader emotional role in customers' lives. The retailer wants to be present for both the beautiful and the brutal moments, with its expertise as the connecting thread.

For a retailer of Boots' scale and age, the platform doubles as an internal tool. The "rallying cry" framing suggests the company intends the idea to organise marketing, staff and customer experience around a single, confidence-led proposition as it enters its next chapter.