There was a time when Simon Cowell might have been a pin-up for a fashion brand but now in his new role as father to baby Eric, it seems he’s in demand by nappy cream brand Sudocrem who want him to star in a new TV advertising campaign.
The manufacturers of Sudocrem, Forest Laboratories say the idea was inspired by Ant and Dec who commented in OK magazine that Simon goes everywhere with a pot of Sudocrem. “We hear he’s a fan of the brand and think he’s a fantastic role model for dads who want to be hands-on and share the childcare. The idea that nappy changing is something mums do is nonsense. In the 21st century, parenting is a shared experience right from day one.” says Nick Lang, Senior Brand Manager at Forest.
The 30 second ad which is in development phase would not only promote Sudocrem Care & Protect nappy cream but also educate parents on the nappy changing principles of ‘Clean, Dry, Apply’. “An estimated 80% of babies suffer from nappy rash because people don’t know how to change a nappy properly and a sore bum is sore and distressing for a baby.” Says Nick.
The Clean, Dry, Apply approach is endorsed by leading health professionals including midwife Nikki Khan. “The best form of treatment is prevention and this three step programme should mean your baby is far less likely to suffer from nappy rash”.
Sudocrem’s Clean, Dry, Apply could be renamed ‘Simple Simon’s Nappy Changing Rules’ if Mr Cowell approves but first he will be required to take guidance from other celebrities by watching the video created by parenting website Up All Hours – http://www.youtube.com/watch?v=e5kOZVXYAzY
“We’re really excited about the prospect of working with Simon. It’s a fantastic opportunity for him to show the nation his softer side and if it all goes ahead then it could reduce the incidence of nappy rash which is even better news for babies bottoms.” Says Nick.
Visit www.sudocrem.co.uk for more information.