Page 92 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 03
BRANDZTM TOP 50 MOST VALUABLE INDONESIAN BRANDS 2015
COMPANY Unilever Indonesia Tbk PT BRAND VALUE US$ 949 million HEADQUARTERS Jakarta INDUSTRY Home Care YEAR FORMED 1970
Promoting oral health as part of daily routine
Pepsodent is a mainstream, market-leading oral care brand offering consumers quality they can depend on at an affordable price. The brand is seen as a way for Indonesian families to take care of their dental health, and
there is a range of Pepsodent variants targeting specific dental needs. In its advertising, Pepsodent highlights its strength in the market with the slogan “The number one brand, used and trusted by Indonesian dentists”. Every
year Pepsodent advertises around World Oral Health Day and National Oral Health Month, as part of Unilever’s commitment to improving dental health around the world. This year, Pepsodent has been promoting the message “Brushing day and night”, targeted at primary school-
aged children, and reminding them – and their parents
– to brush regularly. Pepsodent is sometimes known as Mentadent, Zhong Hua, and Aim in other global markets.
92 BrandZTM Top 50 Most Valuable Indonesian Brands 2015
Global laundry brand urges kids to get dirty and have fun
Rinso is a premium-priced laundry detergent and
one of biggest sellers in its category in Indonesia. Known in other markets as Omo and Breeze, Rinso communications focus on the slogan ”Dirt is Good”, and show that children develop best when they’re allowed to get dirty. Rinso is the laundry category’s biggest advertising spender, and it positions itself as the brand that can remove dirt and stains in the first wash. In 2014, Rinso developed branded content to show the fun and experience children can have when they’re not afraid
of getting dirty; a game show, Zona Main Rinso, ran on the national TransTV network, featuring kids completing challenging, fun – and, naturally, dirty – obstacle courses.
Although Rinso maintains its strong position in a highly competitive market, its main challenge now is to justify its price premium, given that rival brands that are sold at a lower price than Rinso have begun to focus on a similar stain-removal promise.
fCOMPANY Unilever Indonesia Tbk PT BRAND VALUE US$ 659 million HEADQUARTERS Jakarta
INDUSTRY Personal Care
YEAR FORMED 1951
fff