Dignity, dentures, and data: How Haleon went hyperlocal to restore smiles

Tooth loss is personal—but Haleon's regional campaign proves that recovery can be public, proud, and deeply human.

With "Smiles can't wait," Haleon, the consumer health giant behind Polident, has redefined what a purpose-driven marketing initiative can look like in Southeast Asia. More than a product push, this campaign is an act of visibility and care—mobilising partners, technology, and grassroots activations across Indonesia, Thailand, and the Philippines.

"It became clear to us that tooth loss isn't just a dental issue. It's a quality-of-life issue," Charrisa King (pictured), area marketing director for Haleon Southeast Asia and Taiwan, told MARKETING-INTERACTIVE.

The campaign taps into a pressing need. According to WHO data, nearly 3.7 billion people are affected by oral diseases, with untreated tooth decay in permanent teeth ranking as the world's most common health condition. Citing the organisation, Haleon said over 52 million people in the region live with toothlessness, a number that only hints at the larger issue: isolation, employment barriers, and loss of self-esteem caused by poor access to affordable denture care.

In King's words: "When you lose your smile, you lose so much more than your teeth—you lose your confidence, your health, your sense of self."

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Hyperlocal, hyperhuman: three markets, three realities

Haleon's localisation strategy is notable for its fidelity to cultural nuance. Rather than exporting a single formula, the team built a consistent brand narrative around confidence and dignity—then worked backwards to determine what that looks like on the ground.

In Indonesia, the campaign partnered with a mix of national institutions including PDGI, IPROSI, FKG UGM, and even social platform Kitabisa. But its standout innovation is POLINA, an AI-powered WhatsApp assistant designed to overcome the country's digital gap by giving consumers accessible, bite-sized information on denture care.

In the Philippines, where 80 million people suffer from tooth decay and nearly 50 million have gum disease, Haleon brought dental caravans to barangays—the smallest local communities—delivering care directly to residents. The context here is stark: 80% of employers report that missing teeth negatively affect job candidates, yet 94% of people researching dentures don't follow through, citing affordability and access issues.

In Thailand, despite government coverage through the Universal Coverage Scheme, the biggest issue is awareness and access. Over 70% of elderly individuals lack dentures, and many don't even know they are entitled to them. Here, Haleon leverages partnerships with three major dental hospitals and pharmacy networks to bridge the awareness-action gap.

"Our approach is consistent in principle, but hyperlocal in execution," King explained. "In every market, we provide free dentures and denture care education, but the 'how' looks different depending on what's most impactful for the local community."

Impact in numbers—and in stories

So far, over 3,000 free dentures have been distributed across the region. Over 100,000 individuals have been reached through education, product trials, and oral care kits. But for Haleon, the impact goes deeper.

"A woman who returned to her place of worship after years of hiding her smile. A young jobseeker who finally felt confident walking into an interview. Those moments are why we do what we do," said King.

Digital engagement has been particularly strong among younger audiences—those who are caregivers or personally experiencing early tooth loss. Live commerce, influencer-led videos, and short-form educational content have driven meaningful interaction across platforms.

Building bridges, not just campaigns

Beyond content and outreach, Haleon's strategy shows a clear intention to create infrastructure for lasting change. By working with government health agencies (BPJS Kesehatan in Indonesia, for instance), university hospitals, and pharmacy associations, the campaign isn't just marketing oral care—it's institutionalising access.

The company also introduced affordable Polident product bundles and denture care kits, encouraging users to not only wear dentures, but to maintain them properly—fusing commercial interest with sustained oral health outcomes.

"We're providing free dentures to those who need them most, and also partnering with retailers to offer affordable Polident care bundles," King added. "Our goal is not just to give someone a denture, but to make sure they know how to care for it—so it lasts longer, functions better, and supports their overall oral health."

Cultural sensitivity as competitive advantage

Where many health brands trip over local stigma, Haleon leans in. One of the campaign's biggest insights was how stigma—especially among younger adults—prevents people from seeking help.

"Many younger people feel that dentures are 'only for the elderly,' and that belief keeps them from seeking care, even when it impacts their self-image," said King.

Instead of sidestepping that reality, "Smiles can't wait" normalises denture use as a form of self-care and self-respect. That's an emotional position that resonates strongly across Asian collectivist cultures, where appearance, dignity, and familial responsibility are tightly interwoven.

For marketing professionals, "Smiles can't wait" is a textbook case of brand purpose meeting business strategy. It's a reminder that regional campaigns need not sacrifice nuance for scale. Haleon succeeds here by listening more than broadcasting, localising more than exporting, and by investing in infrastructure—not just impressions.

In a region where oral care is often reduced to whitening strips and fresh breath, Haleon has dared to talk about missing teeth, shame, and recovery. And in doing so, they've turned silence into smiles—across thousands of faces.

"The response has been nothing short of emotional. Across markets, we've seen people tear up after seeing themselves smile with a complete set of teeth for the first time in years," King said.

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