History & Marketing Strategies of Happydent

Company Name: Happydent
Founder: Ambrogio Perfetti and Egidio Perfetti (Perfetti Van Melle)

Happydent is a chewing gum which is very popular within the younger generation of India. Generally, chewing gums are made from a type of natural latex known as Chickle. These functional gums would offer a verity of formulation for sustaining the oral hygiene of users. Happydent also helps the user by maintaining their fresh breath.

Happydent would make the teeth of the user more white and beautiful. As these functional gums are sugar-free, these functional gums would help in neutralizing plaque acids from the mouth.

Happydent is a very popular chewing gum with the Indian masses that uses them for reducing or removing any foul smell.  Some would just consume them for enjoying the taste of the chewing gums.

How it all started 

Perfetti Van Melle Group is the international confectionery maker which is third in ranking in terms of sizes. This group has expertise in making chewing gums and confectioneries. This group was made in the year of 2001 when two groups merge together. The two groups were Van Melle from the Netherlands and the Perfetti group of Italy.

The corporate offices of this newly established group are in Schiphol, Netherlands and Lainate, Italy. 

The journey of this company started when Izaak Van Melle opened a confectionary business in Breskens in the year of 1900. In the year of 1932, Pierre and Michael Van Melle were able to get the recipe for producing fruit-flavored chewing gums. Gradually Van Melle developed them to become active makers of chewing gums.

In the year of 1946, two brothers known as Ambrogio Perfetti and Egidio Perfetti started producing sweets in the city of Milan. Later they started to produce chewing gums during the 1950s under the brand name of Brooklyn. In the year of 1991, Perfetti got a portion of shareholding and in 2001, Perfetti was able to acquire the complete operational rights of Van Melle.   



Happydent was initially launched in the year of 1970. After that, the brand continued to gain popularity from the general masses of the world. In the year of 2001, Perfetti Van Melle India launched this brand under the name of Happydent White. This version of chewing gum mainly consists of baking soda. This is the essential ingredient which would help the user in keeping their teeth white and clean. 

These functional gums also have other medicinal ingredients that would help in maintaining the overall oral health of users. 

Happydent’s Marketing Strategy and Interesting Reasons behind Its Grand Success

Over the years, the group was able to expand its business and developed many different brands of confectionaries. The company was able to establish itself in different countries. This is able to produce different kinds of brands specific to the region itself. Some of the notable brands are Chupa Chups, Mentos, Frisk, Coila, Big Babool, Center fruit, and Smint. 

Later this brand launched several other verities of functional gums with different formulas. For example, Happydent Wave is coated with a special solution that would increase the flavor of the gum. Happydent Complete is the sugar-free gums which would help in reducing the risk of tooth decay. Happydent White Xylit another sugar-free functional that contains Xylitol and various other active Ayurvedic ingredients.   

Happydent would be found in regions like India, Indonesia, Italy, Turkey, Spain, Portugal, Brazil, and Vietnam. Happydent has its own factories in these countries and thus able to make chewing gums for meeting the demands of the general public. This brand also won the Best Advertisement Award for using the innovative idea for promoting themselves. 

The correct choice of the audience: The general masses of India consider every chewing gum as the breath freshener. Thus the company wants to spread awareness that Happydent chewing gums are more than just mouth fresheners. The company used different campaigns such as “Daaton Tale, Diya Jale” for increasing awareness among the general masses of India. For this purpose, they especially targeted young Indians by advertising the various benefits of using Happydent. The company would talk about the confidence the youth might get, after having the fresh breath due to Happydent. This gave the company quite a boost in the popularity regarding the brand. 

Creating awareness about dental health: In the recent, years general masses of India are becoming more health conscious. Happydent was able to tap on this new raising awareness about healthy lifestyle with their functional chewing gums. They assured that their chewing gums are sugar-free in nature and would also help in maintaining the oral health of the user. They created awareness about dental health and its effect through various platforms. This strategy helps in boosting the popularity of the brand.


Happydent Campaigns 

All campaigns of Happydent would give special emphasis on having strong and sparkling white teeth. Every campaign of Happydent would a tagline that would be able to attract lots of attention from the general masses of India.

The first tagline that they use in their first TV campaign was “Muskura Le Jagmaga Le.” This tag was the instant hit among the young generation of India. This followed by “Daddu Ki Amanat” and “Jai Roshni Baba Ki.

The campaigns of the Happydent would mainly be focused on the humorous aspects. This would make the viewers laugh and get more entertainment out of the advertisement. This would result in the consumer to remember the brand.

For example, the most memorable ad of Happydent would be the ad where servants use Happydent for lighting up the palace. The tag line of this campaign was “Tera Dil Roshan, Tera Mann Roshan.” Another ad shows how a photographer uses Happydent for lighting purposes. 



Happydent over the year was able to establish itself as one of the most consumed chewing gum in India. This brand started with its only product Happydent white in India but now it has several products under its belt. With the help of effective campaigns, this brand was able to change the perception of the general masses of India. This change in perception helped the company in boosting its sales and gain popularity among the general masses of India. 

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