Pepsodent is a 15 year old brand that offers various oral care solutions to specific need based solutions.

Pepsodent was launched in 1993 in India and since then the brand has raised the benchmark on Oral Care solutions in India. Pepsodent has a range of toothpastes and toothbrushes that could take care of specific oral care needs. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth

Logo of pepsodent
You wonder where the yellow went when you brush your teeth with Pepsodent.

Pepsodent is the leading brand in most Asian Countries with Indonesia and India as thebiggest market.In 2005 Pepsodent is the only one of the toothpaste brand that recognized by FDI,World Dental Federation in addition to local dentist association (PDGI)

COMPETITORS:
Pepsodents biggest competitors in India are Colgate and close-up whichequally has a good track record in serving peoples tooth. There are several toothpastesin our country but they arent a big threat to Pepsodents market share as Colgate andclose-up are. Yet I still prefer Pepsodent because there is something in this toothpastewhich `is holding me from switching brands, the feel of freshness and its potential tofight germs even hours after brushing

Advertisements: There is no way you would have missed this ad from Pepsodent. A kid is roaming around in a super market singing different versions of "Akkad,Bakkad, Bambey, Bo" and choosing something for him from a huge variety of chocolates,lollipops, toffees and stuff. His mother notices and there's an obvious worry. Then, the voice over

talks about the 10 problems caused by eating so much of sweet sugary food. The 10problems are then, put up on the screen too. The voice continues with claiming Pepsodent helpsfight these problems. The `Dishoom Dishoom' campaign of Pepsodent shows a school scene in which a kid using Pepsodent is enjoying his ice-cream, while his friend is being spanked by his mother for doing the same thing, which is supposed to be bad for the teeth. The commercial signs up withthe Pepsodent user saying, *`Dishoom, Dishoom to Pepsodent ka kam hai'. There is always a conflict between mothers and children when it comes to eating things which are considered bad for the teeth. In this commercial, we have linked the brand proposition, Pepsodent fights germs hours after brushing, to a consumer's benefit. The emotional benefit is that the mothers needn't fight with their children and allow the toothpaste to do the fighting,''

Unique Formulation Pepsodents unique Germicheck formula is fortified with ingredients that removes up to 95% germs in 2 minutes. As a result it prevents common oral problems such as tooth decay, toothache, gum diseases, plaque and provides strong and white teeth with a fresh breath. Communication Pepsodent communicates the importance of maintaining a good oral hygiene. While it primarily targets the children, Pepsodent aims at raising awareness among care-givers to promote brushing after every meal especially before going to bed at night and in the morning after breakfast. The brand conducts school

programmes and runs a Dentibus which primarily provides basic dental care to communities which do not have access to a dentist. Offering Choice With our understanding of local needs and preferences, Pepsodent introduced a Toothpowder format. This has gained immense popularity over the years. The toothpowder is available in two sizes: 50g & 100g. Expanding the Portfolio Pepsodent expanded in to the toothbrush category in September 2007 with a view to offer its consumers with better oral hygiene. Since February 2011, local production of toothbrush has started with the variant Pepsodent Fighter. From our range Toothpaste Pepsodents unique Germicheck formula is fortified with ingredients that remove up to 95% germs in 2 minutes. The magnets in the toothpaste sticks to germs as you brush and destroys them. Pepsodent Whitening whitens teeth in 2 weeks. It contains Perlite, an effective polishing agent while helps removes stains. Its formula is clinically proven to bring back and maintain the natural whiteness of your teeth. Pepsodent Herbal contains the power of 5 natural elements Basil Leaf, Mint Leaf, Cardamom, Natural Calcium and Salt. Its fluoride and calcium makes stronger teeth and prevents tooth decay. Thus, it allows you to eat your favorite food as much as you want. Toothpowder Pepsodent toothpowders Germi check Plus formula fight against germs. Its calcium helps to prevent tooth decay.

Toothbrush The three angled design of Pepsodent Fighter allows the brush to reach comfortably all the way to the last tooth. Brush head shape is inspired by index finger for better reach. Its inter-dental bristles profile cleans in-between teeth effectively and is soft so that they don't hurt gums.

Origins

Information on Pepsodent's earliest days is scarce. Company executives at Church & Dwight, the owner of Pepsodent, claim the brand was introduced in the early 20th century, initially as a tooth powder that eventually morphed into a paste form. Pepsodent allegedly struggled through the late 1920s, at which time it began sponsoring radio programs, including one hosted by Bob Hope. The move led to greater name recognition.

Unique Features

Pepsodent advertisements spotlighted the toothpaste's distinguishing features. It had a minty flavor that was derived from sassafras, an ingredient found in some varieties of tea and such soft drinks as root beer and sarsaparilla. Advertisements also pointed out the presence of irium (otherwise known as sodium lauryl sulfate) as a mechanism for fighting tooth decay, and to an ingredient known as IMP for preventing tooth decay.

Decline

Throughout the 1950s, Pepsodent was one of the most popular toothpaste brands in the United States. But such brands as Colgate and Crest from competing companies were adding a new ingredient--fluoride--when it was discovered the chemical compound helped

fight cavities. Heading into the 1960s, Pepsodent had not yet added fluoride, and sales were waning.

Change in Ownership

In 2003 household-manufacturing company Church & Dwight purchased the Pepsodent brand rights in the United States from Unilever, a British and Dutch company that sells an assortment of consumer products throughout the world. Unilever still holds the rights to Pepsodent, where it is sold outside the U.S. Church & Dwight also holds the rights to such toothpaste brands as Aim, Arm & Hammer, Close-Up and Mentadent.

Marketing in the 21st Century

Although the ingredients in Pepsodent have been tweaked over time, the brand never rebounded from the decline during the middle part of the 20th century. It is now considered a value brand alongside some of the bigger names in the industry. Stores selling Pepsodent usually offer it for half the price of such giants as Aquafresh, Colgate and Crest.

Claims by Church & Dwight

According to the company website, Church & Dwight offer two versions of Pepsodent--one with the original flavor and another with enhanced whitening ingredients. Both versions, according to Church & Dwight, feature a "proven cavity-fighting formula" that aids in the removal of plaque and promotes strong enamel and healthy gums as well as tartar control.