Antiseptic healing cream Sudocrem has unveiled a multi-market brand campaign that aims to expand its reach 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 has begun rolling out in more than 15 international markets, including the UK and across Europe.
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:
The brand stated that the shift in its strategy was 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.
Nicholas Lang Director, Global OTC Marketing at Teva Pharmaceuticals, said: “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.”
