Unilever Indonesia’s oral care brand Pepsodent, in collaboration with creative agency MullenLowe Lintas Indonesia, has unveiled its latest campaign “Behind Every Smile of Indonesia”, which showcases the transformative power of a smile during challenging times. This campaign underscores Pepsodent’s enduring commitment over decades to eradicating health diseases and ensuring dental health access for all, reflecting its purpose as a brand.
The campaign spotlights genuine stories of resilience and perseverance among Indonesians, particularly during the Covid-19 pandemic and economic hardships. These stories highlight how communities can unite through the strength of dental health, reflected in smiles, overcoming obstacles, and spreading joy.
One such story features an elderly lady who, inspired by the bright smiles and kindness of schoolchildren, persevered through tough times to keep her small store open. Another highlights a fisherman in a remote area, encouraged by community support and the arrival of the Pepsodent team offering free dental check-ups and oral care protection.
Distya Tarworo Endri, Head of Marketing Oral Care & Professional Marketing at Unilever Indonesia, emphasized Pepsodent’s unwavering commitment to eradicating health diseases and ensuring dental health access for everyone. She said, “Pepsodent firmly believes in the significance of every smile and the essential role it plays in our lives. Regardless of challenges like poor oral health or tough times, we remain dedicated to enabling smiles that radiate health and hope. For 90 years, Pepsodent has been at the forefront, championing healthier smiles and empowering communities. It’s our privilege to continue this journey of making dental health accessible to all.”
As the ultimate oral care protector, Pepsodent has already provided oral health education to over 25 million children in Indonesia. In 2024, Pepsodent continued its “Healthy Smile Indonesia” campaign, offering education on dental care during fasting and tele-dentistry services, aiming to enhance the dental and oral health of 2 million school children and students across the nation.
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Bellamia Agustina, Growth Director, MullenLowe Lintas Indonesia highlighted Pepsodent’s role as a longstanding partner to Indonesians, aligning with its vision to eradicate health diseases and provide dental health access to all. She said “For 90 years, Pepsodent has stood by Indonesians, enriching their lives and fostering genuine connections. These stories of community solidarity underscore the brand’s commitment to uplifting communities and promoting oral health for all. Through Behind Every Smile of Indonesia campaign, we celebrate Pepsodent’s legacy of making a meaningful difference in the lives of ordinary Indonesians, empowering them to face challenges with confidence and a bright smile.”
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