HappyDent White: From dental brand to the Dazzlemouth Show

Lindsey Cummings and James Sowden

This case study describes how Happydent, the chewing gum brand, sought the number one spot in the Indonesian market.

HappyDent White: From dental brand to the Dazzlemouth Show

Lindsey Cummings and James Sowden

Campaign details

Brand owner: Perfetti Van MelleAgency: BBH Asia PacificBrand: HappyDentCountry: IndonesiaChannels used: Internet - general, Mobile and apps, Online video, Point-of-purchase, in-store media, Product and other sampling, Product placement, Social media, TelevisionMedia budget: Up to 500k

Executive summary

The gum category in Indonesia is still in its infancy. Happydent wanted to take the number 1 spot in this market by presenting consumers a differentiated emotional proposition, in a market swamped with functional 'fresh breath'...

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