Unilever Indonesia’s oral care brand Pepsodent is entering the premium beauty conversation with the launch of Pepsodent Ultra White, its first premium whitening toothpaste. The campaign saw Pepsodent as the first oral care brand to take over the runway and social media at Jakarta Fashion Week in an unprecedented creative partnership, marking a bold pivot for Pepsodent into the worlds of beauty, fashion and self-expression. This ground breaking launch was developed together with lead agency MullenLowe Singapore, supported by IPG Mediabrands Content Studio Singapore, and Initiative Singapore.
With whitening being the fastest growing oral care category in Indonesia, Pepsodent aims to make teeth whitening the next big beauty trend. Using the tagline ‘Be the Brightest of Them All’, Pepsodent highlights that the brightest smile is the fashion accessory that makes people the brightest of them all. Trends may change but the brightest smile never goes out of style, including lighting up the runway at Jakarta Fashion Week and elevating the work of fashion designers.
On 30th October 2025, Pepsodent made a bold entrance at Jakarta Fashion Week, as models walked the runway with their Ultra White smiles, defying fashion’s ‘no-smile’ rule and embodying being the ‘Brightest of Them All’. To herald this cultural moment, Pepsodent collaborated with Indonesian designers Studio Vian, Julianto, and Ernesto Abram. Runway models who dazzled with their smiles included Pepsodent brand ambassador Maudy Ayunda, as well as muses Ayla Dimitri and Tiqasya.
Led by MullenLowe Singapore, the campaign builds on the agency’s long-standing partnership with Unilever’s Pepsodent. Together, the teams have reimagined what oral care can deliver — from hygiene and confidence, to beauty.
