The 'soothing families' campaign began on May 11 and will continue in bursts until October, manufacturer Teva UK said.

The campaign celebrates how Sudocrem was called “soothing cream” when it was first launched in 1931, it continued.

The cream can soothe nappy rash, a grazed knee or teenage acne.

Sudocrem UK head of marketing Nick Lang said: “Sudocrem is ultimately about soothing. It’s in the brand’s DNA and we’re confident it will resonate with consumers.”