Despite being market leader, nappy rash treatment Sudocrem was experiencing a decline in sales on account of the lowest ever UK birth rate and increased competition. Usage of the product had historically been connected to its iconic status, but with new consumers entering the market unfamiliar with the brand’s heritage there needed to be another way to defend against its decline. Research showed that consumers had great love for the feel of Sudocrem, not just its effect, strongly associating it with “soothing”. Peak-time TV creative started with a graceful sequence of three pandas doing Tai Chi and later highlighted the product’s use in the real world, creating a link that mirrored exactly how “soothing” Sudocrem was. TV was complemented by online partnerships, social, and in-store visibility. Value sales rose 8% year-on-year between May and December 2019, with market value share up 5.1% to a record high and the category as a whole experiencing growth for the first time in two years.