Pepsodent takes Indonesians through decades of smiles in heartwarming campaign

Unilever Indonesia's oral care brand Pepsodent is showcasing the transformative power of a smile during challenging times in a new campaign film titled ‘Behind every smile of Indonesia’ to commemorate its 90th anniversary.

Done in collaboration with MullenLowe Lintas Indonesia, the film takes the audience on a journey through the decades to spotlight the genuine stories of resilience and perseverance among Indonesians, particularly during challenging times.

Don't miss: Pepsodent ‘2-2-10’ campaign targets B40 communities in Malaysia

The film begins in 1950 with a young girl, Dewi, and her mother brushing their teeth together as they prepare for Dewi’s first day of school. Initially shy when she had to introduce herself to her entire class, Dewi’s mother points at her pearly whites to encourage Dewi to smile to highlight how dental care helps individuals overcome obstacles and spread joy.

Another story takes audiences to 1990 to meet a fisherman in a remote area who was encouraged by the community support and the arrival of the Pepsodent team who offered free dental check-ups and oral care protection.

“Regardless of challenges such as poor oral health or tough times, we remain dedicated to enabling smiles that radiate health and hope,” said Distya Tarworo Endri, head of marketing oral care and professional marketing at Unilever Indonesia.

“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,” said Endri.

‘Behind every smile of Indonesia’ also features a story of an elderly lady who was inspired by the bright smiles and kindness of schoolchildren to persevere through tough times and keep her small store open in 2010.

The film ends with a montage of smiles throughout the different decades to cement Pepsodent’s presence in the lives of Indonesians.

“These stories of community solidarity underscore the brand's commitment to uplifting communities and promoting oral health for all,” said Bellamia Agustina, growth director, MullenLowe Lintas Indonesia.

“Through the ‘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,” she explained.

In Malaysia, Pepsodent also launched a campaign to raise dental hygiene awareness among the B40 (lower income) communities in Klang Valley.

The campaign, “Pepsodent 2-2-10” was created as part of a partnership between Pepsodent, MAHSA University’s Faculty of Dentistry, and MYDIN Prihatin.

The “Pepsodent 2-2-10” campaign is based on the act of tooth brushing for 2 minutes each time, 2 times a day, for 10 times stronger teeth, based on Ministry of Health recommendations.

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