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21 Pepsodent


Company: Unilever Indonesia Tbk PT

Brand Value: US$671 million

Headquarters: Jakarta

Year On Year Change: -10%

Industry: Personal Care

Year Formed: 1951

Pepsodent is a market-leading oral care brand offering consumers reliable quality 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. In September 2017, Pepsodent worked with the Union of Dentists Indonesia and the Indonesia Association Faculty of Dentistry to promote National Dental Health Month. The theme was “Free From Cavities”, and events in 57 locations around the country encouraged families to have routine check-ups and select healthy snacks. Mobile clinics provided free dental care. More recently, Pepsodent celebrated World Oral Health Day 2018, again with the Union of Dentists, to educate 1.5 million

Children about the importance of oral health. The campaign ran across 17 provinces and 53 cities. Other activities over the past year have included links to national events and locations. Free dental check-ups have been offered at the Jakarta History Museum, and for Independence Day in 2017, special-edition packaging featuring traditional cloth designs helped promote “One Smile Indonesia” (#SenyumSatuIndonesia), a campaign linking healthy smiles with Indonesian unity.