Brand : Pepsodent
Company : HLL
Agency " Lowe
Pepsodent was launched in 1993 by Hll to capture the market from Colgate. Launched in the platform of Germ fighting property, Pepsodent now have a marketshare of 17% in the Rs2200 crore oral care market.
Pepsodent have experimented with its positioning althrough its life. Initially Pepsodent was launched in the highly successful "long lasting protection for hours after brushing" platform. In 1999-2000 Pepsodent tried to fight the market leader Colgate by shifting to Benefits of germ fighting rather than Process of germ fighting. But the positioning failed and Pepsodent had to come back to the old positioning by 2001.
Pepsodent included the germ indicator to its pack in 2002 followed by an innovative Dental Insurance campaign which reinforced the germ fighting position.
HLL was trying hard to break the fort of Colgate which was holding a massive 45- 50% market share in the oral care market.Although Pepsodent and Close Up had together around 32% of the market , it was not enough. Then came the regional brands like Ajanta and Babool which really made a dent in the market share of the leaders.
Hll struck back with the famous Dishum dishum campaign ( that won many accolades for the agency). The insight for this campaign was that Mothers were really worried about the eating habits of their kids. From that insight came the Big Idea " let Pepsodent fight germs for You". The campaign and the smart pricing virtually killed the regional brands in the oral care market.
Pepsodent knew that they should expand the total market of tooth paste and decided to increase the market by increasing the usage of the product. Thus came the Bhoot campaign that is currently on air.
Pepsodent aims to teach the kids to brush at night ( with Pepsodent ofcourse) .Research shows that brushing teeth at night can reduce chances of tooth decay by 30%.
If HLL to be believed, 12 lakhs kids are brushing teeth at night now and mothers are happy
Pepsodent is a brand that has been carefully crafted although it struggled to find its soul, now the brand is all set to take off.