Indonesia – Unilever’s oral care brand Pepsodent, together with creative firm MullenLowe Lintas Indonesia, has launched its latest campaign, “Behind Every Smile of Indonesia,” which emphasises the transformational potential of a smile amid difficult circumstances. It reflects Pepsodent’s long-standing dedication to reducing health diseases and promoting universal dental access.
The campaign highlights authentic portrayals of Indonesians’ tenacity and fortitude, especially during the COVID-19 outbreak and difficult economic times. These tales demonstrate how smiles, which are a symbol of oral health, can bring people together to overcome challenges and share happiness.
In one tale, an old woman overcame hardships to maintain her little shop open, motivated by the kind gestures and cheery smiles of youngsters. The arrival of the Pepsodent team, who were providing free dental check-ups and oral care protection, and the encouragement they received from the community also feature in another story about a fisherman in a distant place.
In Indonesia, Pepsodent has taught almost 25 million kids about dental health. In order to improve the dental and oral health of two million schoolchildren and students nationwide, Pepsodent carried out its “Healthy Smile Indonesia” campaign in 2024. The program included tele-dentistry services and instruction on dental care during fasting.
Speaking about the campaign, Distya Tarworo Endri, head of marketing oral care & professional marketing at Unilever Indonesia, 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.”
Meanwhile, Bellamia Agustina, growth director, MullenLowe Lintas Indonesia, stated, “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.”
