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 un-pick the brand from the product and create a strong proposition & positioning, as well as considering a new product pipeline to drive growth.
Not being afraid to challenge Sudocrem's in-built internal perceptions, we nevertheless 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.
This resulted in Sudocrem’s first ‘brand’ TVC in its history – communicating its use far beyond nappy rash!
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 the year 2020. 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 2015 in the Nappy Cream Category and was recognised as a must-have for any new parent.
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