Sudocrem switches marketing focus due to “changing societal patterns”

Sudocrem, the Irish-born antiseptic healing cream that has traditionally been marketed towards parents of babies with nappy rash, has just launched a new multi-market brand campaign that highlights its usefulness for the entire family – particularly to target skin conditions such as acne and eczema, as well as cuts and grazes.

The new campaign also marks the first time the brand has unified its communications across all territories; more than 15 international markets, including the UK and neighbouring European countries.

Initially created in 1931 by Dublin-based pharmacist Thomas Smith, soothing Sudocrem has been a go-to solution for parents of babies that are suffering from uncomfortable nappy rash for nearly a century. But it has also been moonlighting as an efficacious cream to tackle acne, spots, bites and grazes by many teens and adults too. 

The brand is now owned by Israeli healthcare company Teva Pharmaceuticals, and the new campaign sees Sudocrem expand its long-standing focus on nappy rash and messaging around its ‘soothing’ properties to draw attention to other use cases.

The campaign includes a TV commercial, which sees a baby act as a brand spokesperson and authority on all things Sudocrem.

This was created by Havas Consumer Health – Havas’ new dedicated lifestyle health and wellness agency for consumer health and OTC brands.

Birth rates falling across many territories​

The brand said this 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.

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.

Global OTC marketing at Teva Pharmaceuticals, Nicholas Lang Director, stated that: “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,” he continued.

Watch the advert here​.