Pepsodent Success Story: The Pepsodent formula was discovered by William M. Rutheroff, a salesman and coach from Michigan. He made a toothpaste that produces less foam and keeps the teeth more safe than other pastes.
More than 100 years old brand Pepsodent started its journey with toothpaste. Now its parent company Hindustan Unilever is selling many oral care products including toothbrush to mouthwash . The company is doing business in many countries of the world and this brand has made its place in every household. This brand was started in America in 1915 and marketing strategy has played a big role in its success so far.
The Pepsodent formula was invented by William M. Rutheroff, a Michigan salesman and coach. He made a toothpaste that produces less foam and keeps the teeth more safe than other pastes. He patented it in 1916. The firm that prepared it was named Pepsodent Company.
The strategy that worked
When Pepsodent was introduced, it was branded saying that it contained a fluoride formula. Which removes the dirty layer that accumulates in the teeth and keeps the teeth healthy. The company claimed to strengthen teeth and gums as compared to whitening teeth. Took the help of many celebrities in his marketing strategy. The company adopted this strategy for a long time.
People liked this formula of Pepsodent. After launching, in the next few years, it gradually emerged as a trusted brand among the people and reached every household. After this the company launched mouthwashes. After the 50s, the company launched a campaign and appealed to brush after meals. This appeal was made through dentist and celebrities.
Didn't stop innovating the product
Pepsodent kept on changing its product with time. The company introduced different variants according to the different needs of the people. Many advanced ingredients were used in these and along with this the company also promoted it in branding. Made an identity as a toothpaste to keep teeth clean, gums healthy and control sensitivity. In the 90s, Pepsodent, in collaboration with dentists and health professionals, introduced a new variant in the form of Germi Check and Cavity Fighter, which was well received.
Pepsodent was launched in 1992 in India. Except America and Canada, Pepsodent got the right of Hindustan Unilever. The company constantly changed its strategy according to the needs of the people.
In 2013 it was included in India's 201st most trusted brand and in 2014 its rank increased to 71st. It was liked so much in a few years that the rank kept increasing. To increase its reach, the company organized free-dental checkups and distributed oral care products. In this way, this brand quickly reached the people in India.
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