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Pepsodent

Company: Unilever Indonesia Tbk PT 
Brand value: US$714 million
Year on year change: 8%
Headquarter city: Jakarta 
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 is seen as a way for Indonesian families to take care of their dental health, and families feature heavily in the brand’s communications.
 
Public health campaigns are part of Pepsodent’s ongoing mission to deliver good oral hygiene to children across the country, and 2015 marked the 20th anniversary of its annual education program, reaching 12 million this year. This time, the program urged children to remind their parents about the importance of brushing their teeth twice a day to maintain oral health and prevent cavities. The core product, Pepsodent Anti Gigi Berlubang (anti-cavity) has been at the center of this work, but the Pepsodent range includes variants targeting specific dental needs. Each September, the brand promotes National Oral Health Month, and works with dentists and hospitals as part of Unilever’s commitment to improving public dental health. This work includes a public awareness campaign and developing ties with dentists and hospitals. Pepsodent highlights its strength in the market with the slogan “The number one brand, used and trusted by Indonesian dentists.” Pepsodent is sometimes known as Mentadent, Zhong Hua and Aim in other markets. Unilever Indonesia is listed on the Indonesia Stock Exchange.