Challenge
Sudocrem is a beloved household product, recognised within many households in the UK, and across Europe, as the best cream to soothe babies nappy rash – but people don’t know it’s equally as good for other skin irritations. Our challenge was to broaden the understanding of the versatility of use the ‘magic cream’ can have across a wide number of product use cases, and communicate this to families and consumers, without alienating the core consumer of parents with babies and young children.

Solution
Meet ‘The Expert’, as a nappy rash veteran he knows how good Sudocrem is, and as the head of the family – he recommends Sudocrem to protect his nearest and dearest. A campaign created to work firstly in key markets like the UK and Ireland, and then be localisable to other countries like Poland, Czech Republic, Slovakia and Bulgaria, amongst many others.

Experience
A global multi-channel campaign, that has fundamentally changed thoughts and educated users about what else Sudocrem can be used for. Created for ease of market to market roll-out, whilst strengthening the product’s stronghold for babies and nappy rash, and growing the understanding of Sudocrem.

Directed by Julia Rogowska.

Work produced for HAVAS Consumer Health and Sudocrem.