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Indonesia 2015 | Brand Profiles | 18 | Pepsodent

Company: Unilever Indonesia Tbk PT

Brand value: US$659 million

Headquarter city: Jakarta

Industry: Personal Care

Year formed: 1951

Promoting oral health as part of daily routine

Pepsodent is a mainstream, market-leading oral care brand offering consumers quality they can depend on at an affordable price. The brand is seen a way for Indonesian families to take care of their dental health, and there is a range of Pepsodent variants targeting specific dental needs. In its advertising, Pepsodent highlights its strength in the market with the slogan “The number one brand, used and trusted by Indonesian dentists”. Every year Pepsodent advertises around World Oral Health Day and National Oral Health Month, as part of Unilever’s commitment to improving dental health around the world. This year, Pepsodent has been promoting the message “Brushing day and night”, targeted at primary school-aged children, and reminding them – and their parents – to brush regularly. Pepsodent is sometimes known as Mentadent, Zhong Hua, and Aim in other global markets.