Campaign details

Brand: Pepsodent White
Lead Agency: Mindshare
Region: APAC

Strategy

Objective

In Indonesia, Pepsodent is a household name where everyone swears by Pepsodent, The brand has been the most trusted toothpaste with its mission of protecting Indonesian Smile. Like in most of countries, cavity still become the main issue of Indonesian oral health. What was observed that most Indonesian only brush once a day which is when they wake up in the morning. The opportunity on hand was seen as a leading brand in the country to take the responsibility to instill good oral hygiene habits by encouraging night brushing before going to bed. Not only that it will help to accomplish Pepsodent's mission to protect Indonesian smile, it will also lead to an increased consumption that will drive the business growth of Pepsodent as the market leader in Toothpaste category.

Target Audience