Sudocrem’s unique ability to soothe has made it a trusted staple in British households for generations. But it was beginning to lose its magic.
With UK birth rates at an all-time low, the category was in decline and contemporary British families (especially with parents born outside the UK) weren’t connecting to the brand’s heritage. Nearly a century on from its original name “Soothing Cream,” Sudocrem needed to re-engage its core proposition – and its core audience.
Our campaign of ‘soothing moments’ challenged category cliches and re-established the brand’s relevance.
