Boots

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Boots used to be boring. It was a well-known, trusted high-street name that you knew would sell you necessary stuff like soap and cotton-wool balls (it's a chain of pharmacies, for all you non-UK folk), but it didn't register any further than that. Now, however, Boots has gone all vibrant and contemporary. And people love it.

That's because it has done a major overhaul of its advertising and redefined what its communications strategy is. Boots today

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