Boots Opticians has unveiled a bold new brand campaign that sets out to refresh and strengthen its long-term brand identity. The campaign celebrates the many reasons to choose Boots Opticians for expert, personal and clinically-led eye care.  

The through-the-line integrated campaign has been created with media agency, The River Group, and is launching on television on 16 January 2026. The 360-degree campaign spans TV, OOH, radio, paid and owned social, email, PR and instore marketing.  

At the heart of the campaign is the new TV advert, made up of four key scenes, celebrating all that is made possible when you can see clearly. This includes the joy of seeing your child’s drawing in all its glory, the freedom of playing sports in contact lenses and making a great first impression through stylish eyewear.   

The short films, voiced by English actress Freema Agyeman, also demonstrate how Boots Opticians can support people with their eye care needs, including through a wide range of affordable and designer frames and unmatched rewards with its Contact Lens Rewards Plan.   

Designed to be warm, reassuring and easy to understand, ‘because’ will serve as the primary message across creative assets with the supporting line ‘there’s only one choice’ reinforcing why Boots Opticians is the right destination for eye expertise and stylish solutions.   

Guy Smith, Head of Marketing at Boots Opticians, says: “We are proud to be launching our new brand campaign to reinforce why Boots Opticians is the trusted destination for innovation in eye health, clinical expertise and style. Through this campaign, we are shining a light on relatable moments to highlight all the reasons why Boots Opticians is the clear choice — because good vision matters and so do the moments it helps you enjoy.” 

Nicola Murphy, CEO at The River Group, says: "We are delighted to be working with Boots Opticians on its new brand campaign and to drive forward its mission to help the nation "see what's possible." With “because” we created a single piece of typography utilising the memorable and iconic Boots font, that delivers a consistent message across multiple channels, reinforcing why Boots Opticians is the best destination for expert eye care and style. We are especially proud of the TV advert which invites people to think about their own ‘because’ moment, making the Boots Opticians proposition personal, meaningful and memorable." 

The 30-second television advert launches on 16 January 2026 on ITV and Channel 4 and can be viewed on YouTube.