HappyDent White: From dental brand to the Dazzlemouth Show

Lindsey Cummings and James Sowden

Campaign details

Brand owner: Perfetti Van Melle
Agency: BBH Asia Pacific
Brand: HappyDent
Country: Indonesia
Channels used: Internet - general, Mobile and apps, Online video, Point-of-purchase, in-store media, Product and other sampling, Product placement, Social media, Television
Media 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' claims.

The agency tapped into the insight that the significant increase in social media usage had meant that our audience felt they were always on display and had pressure to appear witty and sparkling.