19 Oral health campaign goes hi-tech
COMPANY Unilever Indonesia Tbk PT
BRAND VALUE US$744 million
YEAR ON YEAR CHANGE 4%
INDUSTRY Personal Care
YEAR FORMED 1951
Pepsodent is a mainstream, market-leading oral care brand offering consumers quality they can depend on at an affordable price. The brand’s mission is to promote the importance of regular brushing to oral health, and public education is a key pillar of its communications. For World Oral Health day in 2016, the brand worked in 150 cities to promote good oral hygiene habits in children and encourage them to promote brushing among family members. Pepsodent was also part of a broader Unilever campaign, “Goodbye old world”, showing how Unilever brands have improved health and hygiene in Indonesia, a campaign that reached 56 million consumers through a range of digital and social media.
Families with young children always feature heavily in the brand’s communications; this year, the Pepsodent Bedtime Story campaign targeted mothers, discussing the importance of night-time brushing for children. TV campaigns included an ad featuring a called Monster Gigi (Tooth Monster), who would get to work damaging oral health if children didn’t brush both morning and night. Pepsodent has also launched a chatbot, available online, through SMS, voice call and by scanning a barcode, which talks about the importance of brushing in a fun way for families. Recent product innovations include a leave-on serum for sensitive teeth. Pepsodent is sometimes known as Mentadent, Zhong Hua and Aim in other markets. Unilever Indonesia is listed on the Indonesia Stock Exchange.