Thank you for being an iconic brand that’s on the move.
Too often category leading iconic brands rest on their laurels, failing to capitalise on and leverage their equity – they’re known for being good at one thing and that’s good enough for them.
But not you.
You’re not satisfied with being the category defining grey-pot-with-white-gunk-in-it-that’s-good-for-nappy-rash-and-some-other-stuff-too and I thank you for being a great example of a brand that’s not just sitting back, comfortable with business as usual.
I want to thank you for your new ad, the very clear takeout from which is that you’re no longer just a nappy rash brand, but now a brand for all sorts of everyday skin scrapes and scratches.
Aside from being a clever little parody of that famous scene from Jaws (a reference which I suspect might be sadly lost on many people), this ad states very clearly that you’re no longer just for babies’ bums.
Of course people have been using you for much more than nappy rash for many years (i.e. as an antiseptic healing cream) and indeed your packaging has said as much – Eczema, Surface Wounds, Minor Burns, Acne, Bed Sores etc.
But it’s great to see you embracing and making a virtue of these alternative usages and applications.
And it’s a notable change in direction from what you’ve been communicating in the very recent past, which firmly consolidated the perception of you in the Nappy Rash trench.
Secondly, I want to thank you for your recent innovation.
A bold but logical step into an adjacent category and of course leveraging all of Johnson & Johnson’s skincare expertise…I don’t know what ProDerm Technology is, but it sounds good, just what my kids need.
And thank you for taking on a triple innovation challenge
- Going into a new category (sun protection)
- With a new format (sunscreen mousse)
- Requiring consumers to adopt a new consumer behaviour (as in “Wayne, will you ask the nanny to mousse baby Klay, ‘cos I cannot reach from my sunlounger?”
I admire your courage and self-belief.
And thank you for your previous innovation – a skin care cream.
Thank you for broadening your frame of reference, overtly going after a new target consumer and underlining that you’re about so much more than Nappy Rash.
If it had been me, I would have done the Mousses first and then the Skin Care Cream, but that may be being overly strategic and purist about things.
No doubt you had loads of adults using Sudocrem anyway, so it made sense to develop a product specifically for them, the chances of picking up new users and incremental volume significantly outweighing the inevitable cannibalisation effect.
And who doesn’t want incremental volume?
I do have a slight question mark in my mind about what sits at the heart of the brand at the masterbrand level – the big idea that ties it all together and sits above the Antiseptic Healing Cream, Mousses, Skin Care Cream sub-ranges, but I suspect that will come in due course and I’m looking forward to it.