Happydent Campaign Goes Upside-Down

Indonesia - Chewing gum brand Happydent has launched a nationwide campaign, running on television and its digital platforms including YouTube, Twitter and Facebook.

Titled the Happydent Dazzlemouth Show, the TVC features contestants using their mouths and chins to create an upside-down chin-mouth character and perform talents while enjoying its White gum.

The campaign was created by BBH, and will run on national TV and its dedicated YouTube channel.

BBH was recently tasked to handle Happydent's campaign and is also the agency of record for other Perfetti Van Melle brands such as Chupa Chups and Mentos.

Also, tapping on its Happydent Indonesia Facebook page, it encourages fans to create their own chin-mouth characters and share them online. Fans will also be able to access news, participate in the show and meet the judges and other contestants on Twitter.

"The Dazzlemouth campaign takes the category cue of toothy, white smiles and literally turns it on its head to demonstrate the product benefit of sparkling white teeth," Dave Thackray, creative at BBH Asia Pacific, said.

Additionally, the campaign will also be supported by online and Facebook banner advertisements, and Point of Sale materials.