Cycle More


Come up with a BIG IDEA for Sudocrem’s 2021 purpose-driven campaign, one that would celebrate Sudocrem’s 90th birthday year, expand the usage of the brand beyond baby and spread warm feelings in the consumer mind.

The challenge

Recent publicity in industry press had highlighted to us that cyclists were recommending Sudocrem to one another as a way to treat saddle sores and chaffing. This tidbit of an idea sparked a large scale campaign that we named ‘Cycle More’, after our 2017 campaign ‘Play More’ which had been about encouraging children to get outside and play, this campaign would take the concept one step further and get them on their bikes. In this way, we would forge a link between Sudocrem and cycling.


Cycle More brought together elements from many of our previous campaigns, including working with influencers large and small, creating a limited edition My Little Sudocrem pot that cyclists could carry with them wherever they went and raising money for premature baby charity Ickle Pickles. Not only this, but we also managed to tie in Sudocrem’s 90th birthday celebration by asking participants to cycle 90km and get sponsored as our fundraising mechanism.

In the end, our results were fantastic, smashing all KPIs set by Sudocrem. We saw television coverage on BBC Look East and ITV Granada, and articles speaking about the campaign in The Metro, OK Magazine and The Sun to name just a few.