Pepsodent: Maintaining oral health during a pandemic

Pepsodent, the toothpaste brand, changed ingrained dental hygiene behaviour with an online campaign to reach Indonesians at home during COVID-19.

Campaign details

Brand: PepsodentBrand owner: UnileverEntrant company: Mindshare, JakartaMarket: IndonesiaSector: Oral healthMedia channels: Public relations, Social media, Television, Voice, chatbots, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

Indonesia is a country where the average person only brushes their teeth once a day, in the morning. This behavior is then passed down to children, who learn at an early age it's normal to only brush their teeth once a day.

Pepsodent has been on a mission to help reverse this behavior, but it's...

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