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Teva/Sudocrem: Bicycle
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Britain’s number one nappy cream, Sudocrem, just launched a new TV and digital campaign centred on the brand’s core essence, soothing. Founded in 1931, Sudocrem has long been a staple in British households and the brand is looking to re-establish their long-held market leadership with a bold new campaign to reinforce the product’s unique property – the ability to sooth. From Antiseptic Healing Cream to Care & Protect and Skin Recovery Cream, Sudocrem has all life stages covered. If a baby has nappy rash, Sudocrem soothes their bottoms; if a teenager has a bout of angry-looking spots, Sudocrem soothes his face; if a little girl grazes her knee, Sudocrem is there to soothe the situation. In fact, Sudocrem was originally named ‘soothing cream’. The new campaign creates a series of soothing moments in ad breaks and online. First airing during ITV1’s Britain’s Got Talent on Saturday 11 May, the first “Soothing” TV ad is set in a tranquil Japanese garden, featuring three pandas gracefully practicing Tai Chi.
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