Boden teaches Americans how to “behave like a Brit”

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Boden has launched its latest US advertising campaign to “reintroduce” the brand to America with a series of tongue-in-cheek adverts that school Americans on how to be more British.

The short films include titles such as “How to work out like a Brit”, “How to button up like a Brit”, and “How to speak English like a Brit.”

The campaign has launched in the Chicago and Denver markets on billboards, social media, and on cable and online television services. A boden-themed lunch cart will also roam the streets of Chicago, handing out traditional British treats to passers by.

Boden has been available in the US since 2002 but the brand hopes to tap into the new trend in America for all things British (thanks partly to Meghan Markle joining the Royal Family). 73% of Americans now say they are more favourable to UK products and brands than they were two to three years ago.

Gav Thompson, chief customer officer at Boden, said: “We have some very loyal Boden fans across the pond, but we really wanted to show them some more of our British style, flair and attitude through this campaign. Like A Brit sums up some of our irreverent spirit and Boden’s brand essence of bringing joy through British style.”

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