Sudocrem Campaign Proves it Soothes Every Trouble

Sudocrem, the much-loved antiseptic healing cream, has unveiled a major, multi-market brand campaign – notably expanding its focus from babies to the entire family. ‘Not just for babies, for everybody’ marks the first time the brand has employed a unified communications platform across all territories, and begins rolling out in more than 15 international markets, including the UK and across Europe, from this weekend. 

The campaign sees the Teva Pharmaceuticals brand expand its long-standing focus on exclusively being a treatment for nappy rash and messaging around its ‘soothing’ properties – leveraging its versatility by shining a light on other use cases, such as cuts and grazes, eczema and acne spots. For the first time, it aims to speak to people other than parents, reinforcing the message that Sudocrem has the whole family covered.

This message is brought to life in a new 30” TV commercial which sees a baby – who else? – act as de facto brand spokesperson and authority on all things Sudocrem. “My family always looks after me, so I look after them – by lending them my Sudocrem!”, begins the tiny but wise beyond his years expert, before highlighting all the ways his wider family utilise the brand in their daily lives.

It is born out of the insight that many different people already trust Sudocrem for a wide variety of occasions – with millions of user-generated posts across social media touting its virtues – and aims to broaden both its target market and user base. The shift in focus from babies and parents to the whole family also reflects changing demographic and societal patterns, with birth rates falling across many territories.

The campaign was created by Havas Consumer Health, Havas’ new lifestyle health and wellness agency dedicated to consumer health and OTC brands. The agency was appointed by Teva Pharmaceuticals as Sudocrem’s global agency of record following a competitive, four-way pitch earlier this year.

Nicholas Lang, director, global OTC marketing at Teva Pharmaceuticals says, “Sudocrem has firmly established itself as a versatile, essential, and cherished brand in households around the world. While our messaging has historically focused on its soothing treatment of nappy rash, it’s about time we recognised the many different people who swear by our product. And for those who don’t, there’s still no one better qualified to espouse its virtues than a baby.”

Dan Weaden, CEO at Havas Consumer Health adds, “When we established Havas Consumer Health, this is precisely the kind of work we had in mind. This is big, bold, shamelessly populist creativity that reflects the increasing focus consumers are placing on their own wellbeing. We’re incredibly proud we get to do it for Sudocrem, a much relied upon household brand, for me and many other parents. The team have been passionate to help share the virtues of this amazing product to new uses and audiences with this campaign.”