The Brand Objective

With a mission of improving oral health in every Indonesian household, Pepsodent wanted to increase awareness about their toothpaste, Complete 8. The idea of oral hygiene stems from maintaining consistent discipline by brushing twice daily, a message that the brand wanted to reach connected Indonesians. The brand needed to leverage a platform that delivers high visibility and seamless content discovery to scale this mission.

The Solution

Pepsodent partnered with Mindshare Indonesia and InMobi to leverage the world’s leading lock screen content discovery platform, Glance. Pepsodent reached smartphone users across Indonesia to awaken interest in the product. Unlocking the true potential of Glance, the brand delivered an engaging campaign tailored to the time of the day, with visually appealing content on the mobile lock screen. Reaching millions of Indonesians, the brand displayed three visuals with a thoughtful message of how one can get complete protection from toothpaste and why brushing twice a day is essential. In the morning, the viewer would see a mother and child getting ready for their day, brushing their teeth, with the message: get 8 benefits from one toothpaste. At night, they got to see a brush with toothpaste on it, reminding them to brush before they go to bed. Any other time, they saw a stunning visual of the toothpaste, with a general message of getting one toothpaste with 8 benefits for complete oral care. Delivering real-time impact, the CTA on the creatives led people to buy the product with a single click instantly. By identifying the peak hours of engagement throughout the day, the brand optimized the campaign delivery during the moments that matter to achieve a wider reach and more substantial impact.