Giving Surcare the brand power to reach new heights.

With 0% dyes, 0% enzymes, 0% fragrance and 0% acids, Surcare has been a firm favourite for decades with consumers suffering from eczema and other irritable skin conditions.

The Challenge

Surcare was facing increased competition, distribution challenges and battling low levels of awareness. IF. were tasked with making Surcare relevant to more consumers and winning back the buyers with a fresh and revitalised brand story.

With limited marketing investment, brand engagement had dwindled, risking Surcare’s visibility in a competitive market. Facing poor sales, fragile distribution relationships, and a recent delisting, we needed to quickly revamp Surcare’s brand image to appeal to both consumers and the trade.

Our Approach

We re-positioned the brand as a solution for everyone (not just eczema sufferers) with sensitive skin – using a core brand idea of ‘Worry Less, Live More’. This idea directed a strong and beautiful new identity and tone of voice, for everything from packaging design and trade communications to organic and paid social.

In 2023, we leveraged organic media with influencer support and eye-catching content. Digital activity on key social channels included viral trend content to engage active niche communities, and a campaign activating Surcare superfans with the “We want Surcare” campaign, directly challenging retailers through engaging UGC and CGI content to deliver outstanding results.

The Outcome

Our successful brand relaunch, packaging and social media has help position Surcare as the go-to solution for all sensitive skin types, driving significant engagement and impressive results across social media and search metrics.

IF. are exactly what we want from an agency – they understand brand and they understand digital that combination has been vital to the success of this campaign.
Jenny Clink, Head of Product Marketing, Surcare