Pepsodent Toothpaste: Providing 'food' for thought
Miloni Patel
Campaign details
Brand Owner: Hindustan UnileverLead agency: MindshareBrand: Pepsodent ToothpasteCountry: IndiaIndustry: Oral healthMedia: Other and ambient mediaBudget: 500k – 1 million
Market background and cultural context
Pepsodent Germicheck toothpaste is positioned as the best anti-cavity toothpaste.
Unfortunately, Colgate the dominating market leader, and Oral B, a new entrant in the white paste segment, also make that very same claim, which makes differentiation a huge challenge for the brand.
Pepsodent is a small number three player and does not enjoy...