OT pitches Formula against Pepsodent

As Formula claims only four per cent of the market, OT's marketing goal, according to Ogilvy & Mather Jakarta executive creative director Gary Caulfield, is to stand out in the category's cluttered TV space, which is dominated by Pepsodent and a number of local brands vying for the number two spot.
Formula thus went on-air with a series of commercials ranging in duration from 30 to 90 seconds, which ran throughout the month.
In the spots, two giant-sized teeth, dubbed 'F' and 'P', battle it out in a boxing ring using oversized donuts and candies as weapons. During rest breaks, trainers scrub the F contender with Formula, which immediately heals the cracks and wounds inflicted by the sugary assaults.
"The benefit we're trying to convey is that Formula covers the microscopic cracks in your teeth that eventually lead to cavities, if not protected properly," said Caulfield, adding that this would attract "modern Indonesians eager to try superior products that make them feel confident".
The campaign is supported by print and point-of-sale material, though Caulfield added that TV was by far the most effective medium in Jakarta. "It was great the client went with this, as they only ever wanted a 30-second spot," he said.
"They had the courage and conviction to take our advice and launch with a 90-second version to make this spot really stand out — not just in terms of media, but also concept and execution."