Sudocrem: From Sudocrem to Super-crem

Irish antiseptic cream Sudocrem identified a key category motivator in a TV and digital campaign to reverse declining UK sales in a declining category.

Campaign details

Brand: SudocremBrand owner: Teva Pharmaceutical IndustriesEntrant company: McCann Health LondonIdea creation: McCann London / Teva UK, HarlowMarket: Ireland, United KingdomSector: Non-prescription, OTC productsMedia channels: Online display, Online video, Social media TelevisionBudget: 1 - 3 million

Executive summary

This is how Sudocrem, an old brand struggling to survive in a new world, was saved by three pandas performing Tai Chi.

A trusted staple in bathrooms across the UK for generations, this Irish 'magic cream', famous for treating nappy rash and any number of other...

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