Pepsodent's On Demand Wake Up Call Service

Pepsodent Herbal, a natural toothpaste brand, showed consumers that its product could be used during the month of Ramadan by creating a mobile wake-up service to uplift and educate mothers.

Campaign details

Brand: Unilever/PepsodentLead agency: Mindshare IndonesiaRegion: APAC

Objectives

Every year, 220 million people in Indonesia, a country with the largest muslim population, celebrate the holy month of Ramadan. During Ramadan, shifts in daily routines occur. As muslims practice fasting from the break of dawn until sundown, they wake up before the break of dawn to have a pre-dawn meal before the first of the five daily prayers. This pre-dawn meal is known as Suhoor, or Sahur.

During fasting, muslims are not encouraged to brush their teeth since it contains alcohol and other chemicals, thereby...

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