Pepsodent: Change your Toothbrush

Oral care brand Pepsodent used mobile rich media to amplify its TV messaging for the launch of its Bamboo Salt toothbrush in Indonesia.

Campaign details

Brand: Pepsodent ToothbrushLead agency: InMobiCountry: Indonesia

Strategy

Objective

"Pepsodent is #1 brand in Oral Care, but in toothbrush – Pepsodent is challenger brand with a wide gap to another competitors. Thus, Pepsodent Toothbrush need to build the expertise as well.

Although, toothbrush is something that everyone uses on daily basis as brushing teeth is one of the most important ritual every day, lack of understanding on the recommended frequency of changing tooth brush remains in Indonesia.

Tooth brush buying frequency per capita in Indonesia is only at the average of 1.2x times a...

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