Sudocrem Uncovered
Insight
Most people know Sudocrem®️ as a baby rash cream. But with over 60% of UK adults living with skin conditions, many facing stigma and shame, we saw an opportunity to flip the script and turn a functional, ‘baby-only’ product into a bold, culturally relevant brand for everyone….
By breaking out of the “baby-only” box and repositioning Sudocrem®️ as a champion for all skin, all ages, tackling stigma head-on.
Idea
We flipped the script with Uncovered – a campaign that turned real people’s skin stories into powerful, taboo-breaking conversations and celebrated skin in all its forms.
We brought Uncovered to life with Stylist magazine through an immersive exhibition and panel event highlighting the emotional impact of skin conditions like acne and eczema. Featuring powerful portraits and personal testimonials from 10 real people photographed by Sophie Harris-Taylor, the campaign also delivered emotive video case studies, a dedicated content hub to host stories and drive traffic, influencer amplification to spark conversation, and a coordinated media push that turned the project into a national news moment.
🏆 SUDOCREM – BEST PR CAMPAIGN – OTC MARKETING AWARDS 2025
Impact
200+
Media hits
248m+
OTS engagements
1.2m+
Social impressions
