Pepsodent,
a Unilever’s brand, is the oldest and most well-known toothpaste
in Indonesia. It was the first toothpaste in the country that
launches fluoridated paste back in 1980s and the only paste in Indonesia
that actively educates and promotes proper habit of brushing through school
program and free dental check up service. Pepsodent has completed its range
product from basic cleaning to complete benefit paste ever since.
Habit
& Attitude survey has indicated that only about 34 % of Indonesian people
brush their teeth before going to bed. Even from clinical research found
that in early morning bacterial counts are multiplying two times
faster at night than any other time in the day. This implies that bacterial
growth increases the most during the night and can increase possibility of
cavity. Recent evidence also supports brushing with fluoride toothpaste
before going to bed at night due to its extended protect for a longer time at
night.
That is
why Pepsodent feel the needs to use Night Brushing as its health campaign to
make Indonesian people brushing their teeth before going to bed at night as a
part of cavity prevention habit.
There
are several TV’s commercial videos campaigning night teeth brushing from
Pepsodent in Indonesia. The videos consist of such conversation between a father
and his son in a different story settings, such as monster, breath smells, or knight’s story.
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