Pepsodent

Company: Unilever Indonesia Tbk PT

Brand Value: US$666 million

Year on Year Change: -1%

Headquarters: Jakarta

Category: Personal Care

Year Formed: 1951

Pepsodent is a market-leading oral care brand offering consumers reliable quality at an affordable price. The brand’s communications tend to feature children; Pepsodent works with dentists and national associations of dentistry professionals to promote the importance of oral care to Indonesian families. The #MobilSenyumPepsodent event involved partnering with hundreds of dentists to provide free dental checks in 20 Indonesian cities as part of what it has declared Bulan Kesehatan Gigi Nasional (National Dental Health Month) since 2010. Pepsodent has launched animated characters “Mama Sigi and Pepo” to tell children in a fun way on YouTube about the importance of brushing their teeth every night. And it has adapted its “One Smile Indonesia” (#SenyumSatuIndonesia) campaign, linking healthy smiles with Indonesian unity, so that every tagged selfie posted on social media contributes to donations of dental care packs to Indonesian children. New products launched in the past year include Pepsodent Charcoal, in late 2018.