Sudocrem The World’s Most Expensive Nappy Cream Carrier

The Background

The nation’s favourite nappy rash cream. Sudocrem Antiseptic Healing Cream was created almost 80 years ago and has been used by millions of mums, dads and healthcare professionals, ever since to treat the sore skin caused by nappy rash.

The Brief

To raise the profile of Sudocrem and reinforce the brand’s credentials as the UKs favourite nappy cream.

The Solution


Using the iconic Sudocrem pot for inspiration, we commissioned jewellery designer Theo Fennell to create the world’s most expensive nappy cream carrier. An 18ct white gold charm bracelet with tiny Sudocrem pot encrusted with rubies. The lid opened to carry just enough Sudocrem for one nappy change and a charm was to be engraved with the royal baby’s initials after the birth. It was decided to donate the bracelet to the East Anglian Children’s Hospice (EACH) a charity supported by the Duchess of Cambridge who is patron.

The Results

A total of 156 items of branded coverage worldwide with a reach of 475,000,000. The story reached countries like America, Uganda, Russia, the Philippines, New Zealand, Morocco and China. Itwas featured on top parenting websites in the UK including the Daily Mail, HeatWorld, Netmums, Mumsnet, and Parentdish. National newspapers such as the Daily Mail online, Daily Express, Daily Star Sunday and the Metro all covered stories about the bracelet. There were thousands of comments on social media channels leading to a 58% Sudocrem Facebook activity growth and 42% Sudocrem Twitter activity growth since launch of the activity.


The story also appeared on primetime TV on E! and on a US radio station 
in Minneapolis. It also resulted in
over 20 pieces of regional coverage with news of the auction and raised thousands of pounds for EACH.