Unilever's Pepsodent: Bedtime Stories


Client: Unilever Indonesia
Brand: Pepsodent
Category: Heath & Beauty
Country: Indonesia
Year: 2016


Campaign Summary

Pepsodent is synonymous with oral care in Indonesia as the dominant toothpaste brand.

As the market leader, the brand wanted to further increase market share by promoting frequency of brushing. Research from Ipsos showed that Indonesians brush only in the morning. This created an opportunity for Pepsodent to educate about night brushing to increase its market share. In the past Pepsodent tried to educate by talking about the risk of poor brushing habits but achieved limited success.

So, Pepsodent ran a one-month pilot campaign to see if a change in approach would work.


Objective and Context

Pepsodent needed to help moms to make night brushing fun for their kids and less of a hassle for them.

Pepsodent knew that when it comes to oral care, moms believe cavities come from kids eating sugar-rich food, not necessarily because of bad brushing habits. They already have a difficult time getting their kids to brush in the morning, so it is a big chore to get them to brush at night.

To build a new nighttime habit, Pepsodent had to associate Pepsodent with another activity that moms and kids currently do at night. In the past, it was common for moms to tell bedtime stories to their kids.

Nowadays, moms use their phones to entertain their kids and get them to quiet down at night -- so the brand created Pepsodent Bedtime Stories, stories that moms could share -- using their mobile device -- with their children at night before going to sleep.

Pepsodent targeted Indonesian moms with kids under 10 years old. The brand knew that moms are interested in their children’s development and educating them with the right personal care habits. Moms believes that starting them young is essential to their success.


Creative Strategy

Pepsodent worked with a famous Indonesian storyteller to retell traditional stories using modern technology -- mobile. Between stories, Pepsodent would remind moms and kids to brush at night and take care of their oral health.

While moms are heavy viewers of TV, Pepsodent did not see this as the primary medium to allow itself to educate. It could only be used to promote the campaign but not as the channel for engagement. Only mobile could bring Pepsodent closer to moms and their kids at the right time with the right message.

Pepsodent previously used TV to educate moms and kids about the benefits of night time brushing but showed no significant impact. Now that mobile is mom’s companion throughout the day and the last thing she and her child checks at night, an entirely new approach was developed while still driving the same objective.

Since Pepsodent wanted to make it accessible to as many moms as possible across all economic groups, it used both Ultra Mobile Broadband (UMB) and Interactive Voice Reponse (IVR) technology for this campaign. People listened to stories simply by dialling *200*2020 and could choose from a menu of bedtime stories. They then provided their phone number so they could get a call back with their chosen story.

Nineteen percent of the total budget went to mobile, the highest spend Pepsodent has done using mobile as a channel for any campaign.

To spread awareness for the number, Pepsodent supported it with TV fillers using famous celebrities and put it in highly-rated programs targeting moms. Pepsodent used the celebrity to show its consumers how easy it is to access Pepsodent’s content through any kind of mobile phone that they have.

Mobile was the key channel that enabled Pepsodent to reach and engage moms with their kids for this campaign. Without mobile, Pepsodent could not have reached moms at night before going to bed and more importantly, through mobile, Pepsodent was able to combine two existing night time habits – bedtime stories and using phones before going to bed. Using a well-known storyteller made the audio format more unique and also nostalgic for moms who grew up listening to his stories. It made it more special than just using any other voice over.



The campaign achieved the following results:

  • Brand YTD growth in sales increased by 39.1 percent increase compared to the previous year. 
  • 96 percent of Indonesian consumers believe that Pepsodent is helping them on improving their family brushing habit.
  • The execution proved to be very engaging, with 85 percent of calls planned for the month happening in the first week of campaign.



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