Sudocrem is a classic one product brand with what was perceived to be one main use by Mums the world over. Our brief was to unpick the brand from the product and create a strong proposition and positioning, as well as considering a new product pipeline to drive growth.
Not being afraid to challenge Sudocrem's in-built internal perceptions, we discovered a natural passion, enthusiasm, willingness and above all, an absolute love for the brand.
By talking face-to-face with key stakeholders from across the business and using carefully crafted co-creation workshops, we were able to delve deep into the brand's foundations, getting us quickly to the heart of what Sudocrem stood for - revealing its versatility and ability to Soothe, Heal & Protect the whole family.
After the work was complete, we were even briefed to create a 30' TVC for the CEE markets, entitled 'Talk to the Bump'!
These insights also later helped us develop a pipeline for innovation - a roadmap of robust, commercially viable product concepts to take the brand up to 2020 and beyond. The first of these launched was Sudocrem Care & Protect, which is specifically targeted at first time mums and dads. It's been so successful it won Product of the Year in the Nappy Cream Category and was recognised as a must-have for any new parent.