Sudocrem has unveiled “Not just for babies, for everybody,” its first-ever unified advertising campaign, in a daring attempt to reimagine its brand image. This major change was made by Havas Consumer Health with the intention of transforming the well-known antiseptic healing cream from a product that is primarily for babies into a flexible option that can be used by the whole family.
Insight: A Reliable Home Appliance
The foundation of Sudocrem’s most recent advertisement is a deep realisation: while being primarily sold for diaper rash, the medicine has a broader market. Millions of user-generated social media posts demonstrate how Sudocrem is used by individuals of all ages to treat a wide range of skin conditions, such as acne, eczema, wounds, and scrapes. This user activity indicated a chance to increase the brand’s market share and attractiveness.
The advertising effort capitalises on consumers’ sentimental attachment to Sudocrem. Decades of usage have built the product’s reputation as a dependable home essential, and this confidence serves as the foundation for the new approach. Growth is constrained when attention is only on parents and newborns, as birth rates are falling in many areas. Sudocrem advertises itself as a necessary product for people of all ages by emphasising its many applications.
Strategy: A Single, Worldwide Message
Sudocrem’s approach is to standardise its messaging for every market, which is novel for the company. This strategy guarantees worldwide brand exposure and consistent communication. The campaign, which has a 30-second TV ad as its core, will launch in more than 15 foreign regions, including the UK and around Europe.
In this advertisement, a baby who is shown as an intelligent and powerful character describes the advantages of Sudocrem for his whole family. “My family always looks after me, so I look after them by lending them my Sudocrem,” the infant explains. This well-written story highlights the product’s wider application while also reiterating its historical significance.
Creative: Using the Baby’s Voice
The campaign’s creative execution is endearing and successful. Through the use of a baby as its ambassador, Sudocrem ventures into new markets while staying true to its heritage. Sudocrem is not just for newborns; it is for everyone, as the baby’s witty and charming attitude skillfully conveys.
Havas Consumer Health’s mission is reflected in this creative direction. “This is big, bold, shamelessly populist creativity that reflects the increasing focus consumers are placing on their own wellbeing,” says Dan Weaden, CEO of Havas Consumer Health. We’re really honoured to be able to work on Sudocrem, a well trusted household name.
The parent company of Sudocrem, Teva Pharmaceuticals, says, “Sudocrem has firmly established itself as a versatile, essential, and cherished brand in households around the world,” says Nicholas Lang, director of global over-the-counter marketing. Although our advertising has always emphasised how well our product soothes diaper rash, it’s about time we acknowledged the wide range of individuals who use it religiously.
In summary
Sudocrem has achieved a significant creative and strategic milestone with its “Not just for babies, for everybody” campaign. Sudocrem is positioned to improve its market position and appeal to a wider audience by acknowledging and capitalising on the variety of ways consumers use their product. In addition to honouring the brand’s heritage, this campaign sets the stage for it to become a universally recognised home staple in the future.
Source: https://www.tevauk.com/news/ https://www.youtube.com/watch?v=ln26W2reoDI&t=1s
