Indonesia — Pepsodent is using horror to spark conversations about gum health with the launch of its new ‘Pepsodent Gum Mysteries’ campaign, transforming iconic monsters into unlikely advocates for healthier gums.
Created for Pepsodent’s Gum Expert range, the campaign aims to raise awareness that gum disease—not fictional monsters—is the real horror, encouraging consumers to recognise that healthy gums are the foundation of strong teeth.
Developed in collaboration by frank. Singapore, Omnicom’s dedicated Unilever team, and Indonesian horror director Anggy Umbara, the campaign uses humour, cinematic storytelling, and familiar horror characters to make gum health more relatable and memorable.
The campaign features a series of short films where classic horror icons face unexpected problems caused by poor gum health. This creative idea addresses a common consumer misconception that tooth discomfort only affects the teeth, when the underlying cause often begins with the gums.
Launching first in Indonesia before expanding to Vietnam later this year, the integrated campaign spans fake horror trailers, cinematic short films, director interviews, livestreams, creator collaborations, and social content designed to blur the line between entertainment and advertising.
Madhurjya (Banjo) Banerjee, Senior Global Brand Director for Oral Care at Unilever, said the campaign aims to help consumers understand the importance of protecting their gums before problems become serious.
“With this campaign and our Gum Expert range, we are aiming to help consumers better understand that healthy gums are the foundation of strong teeth, and that gum protection can start with the right toothpaste,” said Banerjee.
“This campaign helps us to approach the issue not through fear or statistics, but through entertainment and culture. By leveraging horror, comedy and storytelling formats people love watching and sharing, we aim to make gum health feel more relevant and easier to talk about,” added Banerjee.
Meanwhile, Anggy Umbara said using beloved horror characters allows audiences to empathise with the consequences of poor gum health in a way that feels entertaining.
“It is important that viewers feel what Dracula is going through when his fangs fall out. Imagine the prince of darkness with no fangs — it’s the end of the world for Dracula because he can’t do the one thing that has to do to keep himself alive. If the audience can relate to his humiliation, confusion and fear, then they will start thinking about their own gums,” shared Umbara.
The campaign also extends across TikTok and other social platforms through fan theories, parody content, reaction videos, and the playful “Draculamaxxing” trend, encouraging audiences to engage with gum health in a more entertaining way.
Terence Leong, Executive Creative Director at frank. Singapore, said, “It’s 2026. Nobody is going to care about their gums because someone in a white coat tells them to do so. And we definitely don’t need another influencer sharing their best-kept secret. We knew we needed something more radical to start a conversation about gum care.”
“Kudos to our clients for having the courage to try something supernatural. It was definitely a risk to get vampires and a werewolf to sell toothpaste to human beings — in fact, it’s unheard of in the category. The engagement numbers so far are showing that these monsters are more entertaining, persuasive and relatable than most human beings we’ve casted in the past,” Leong added.
The campaign builds on Pepsodent’s broader efforts to modernise oral care marketing by using culture, creators and entertainment to make conversations around dental health more engaging for today’s consumers.
