Jakarta, Indonesia — Unilever Indonesia’s oral care brand Pepsodent has introduced its first premium whitening toothpaste, ‘Pepsodent Ultra White’, as part of a new campaign unveiled at Jakarta Fashion Week (JFW). The launch marks the brand’s move into the beauty and fashion categories, traditionally outside the remit of oral care brands.
Under the tagline ‘Be the Brightest of Them All’, Pepsodent sought to frame a bright smile as a key beauty statement. The campaign was developed with MullenLowe Singapore as the lead agency and supported by IPG Mediabrands Content Studio Singapore and Initiative Singapore, and is considered the first oral care brand to be featured on the JFW runway.
The company said the initiative aimed to position teeth whitening as the next major beauty trend in Indonesia, where whitening is currently the fastest-growing oral care category.
At the fashion week event held on October 30, 2025, models walked the runway smiling to highlight the brand’s message, in contrast to fashion’s typical “no-smile” rule. The showcase featured collaborations with Indonesian designers Studio Vian, Julianto, and Ernesto Abram. Among those walking were Pepsodent brand ambassador Maudy Ayunda and fashion personalities Ayla Dimitri and Tiqasya.
Madhurjya (Banjo) Banerjee, senior global brand director for Oral Care at Unilever, said, “Historically, smiles have been missing from beauty and fashion’s biggest stages. With Pepsodent Ultra White, we wanted to challenge this long-standing norm and show that a radiant smile is the ultimate statement of confidence — on the runway and in everyday life.”
He added that integrating whitening and oral care into beauty and fashion is an exciting new chapter for Pepsodent, as it expands the ideals of beauty while also highlighting the science behind it.
“Our scientists know that true whitening begins with strong, repaired enamel — because whitening is not only about stain removal but about repairing and protecting your enamel barrier,” he shared.
Moreover, brand ambassadors undertook a seven-day ‘Ultra White challenge’ before the event, sharing their experiences online. At the venue, guests could visit a Pepsodent Beauty Counter or take part in a “glambot” photo experience capturing smiles in slow motion.
To engage younger audiences, Pepsodent’s social media channels were also taken over by Indonesian fashion icon Patricia Gouw, with influencers sharing behind-the-scenes content and beauty preparation tips leading up to fashion week.
The campaign represents a continuation of MullenLowe Singapore’s long-term collaboration with Pepsodent.
Meryke Naude, beauty creative director at MullenLowe Singapore, said, “We are thrilled to work with Pepsodent in the latest evolution of its positioning, creating not only a compelling brand moment, but a cultural one. We’re not only redefining what beauty should look like, but reminding people that the most powerful accessory they can wear is their smile.”
According to the brand, ‘Pepsodent Ultra White’ offers up to five shades of whiter teeth and supports enamel renewal through ingredients such as Microwhitening-C and Blue-HAP. The product range also includes a ‘Whitening Protection Spray’, aimed at consumers seeking to maintain stain-free teeth from coffee and other foods.
