Sudocrem: From Sudocrem to super-crem

Sudocrem, a brand of nappy rash cream, released a series of online and TV ads that used calming scenarios to show UK families how soothing the product is.

Campaign details

Brand: SudocremAdvertiser: Teva PharmaceuticalsEntrants: McCann Health and Teva PharmaceuticalsPrincipal author: Parrus Doshi, McCann HealthContributing authors: Rob Fuller, McCann Health; Raam Uthayanan, Teva Pharmaceuticals; Irina Cotovici, Ebiquity

Summary

Founded in 1931 by Irish pharmacist Thomas Smith, Sudocrem is the UK's number one nappy rash treatment, trusted by millions.1 A staple item in bathrooms across the country, it is the market leader, achieving 56% market share by the end of April 2019.2

However, in the last few years the category situation was worsening, with 2018 experiencing the lowest...

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