The Meghan Sparkle

Brief

Come up with a killer idea to raise the profile of Sudocrem in 2019 and link the brand with the birth of the next royal baby, Archie.

Consumer Insight 

The Royal Family are a heritage brand, loved by the nation – much like Sudocrem. The birth of baby Archie was a landmark event that Sudocrem couldn’t miss.

Idea

Work with Tillett’s, a family-run jeweller’s, to create the Meghan Sparkle, a diamond-encrusted, bespoke Sudocrem lid, to mark the birth of baby Archie. The lid would become the most expensive nappy cream lid in the world with a retail price of £4,250. Better still 100% of the proceeds from the sale of would raise funds for Ickle Pickles, a premature baby charity.

A heart-warming and humorous idea that would cement Sudocrem’s place in the nation’s heart.

Results

• 90 Items of coverage
• 1bn Global reach
• 81m UK reach alone!
• 5/5 Depth of message

The Meghan Sparkle was covered in The New York Times and almost 100 other publications. Sudocrem was the only baby brand to be associated with the royal birth!!