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Revio emerged as one of three individual winners in the 2025 UFLL Indonesia Local Round competition which took place from May 22-23, 2025, at Grha Unilever, BSD City, Tangerang. This competition is an annual business case event organized by Unilever, featuring real-life case studies of its products. This year, the case focused on the marketing strategy for Pepsodent Gum Expert, a toothpaste product specifically designed to promote gum and dental health.

The selection process was highly competitive. After a two-week online bootcamp, 30 participants were chosen for the semifinals. From which the top three individuals were chosen to represent Indonesia on the global stage.

Bringing the Consumer Journey to Life

In the competition, Revio developed an integrated marketing strategy using a unique approach, which is to imagine himself as a consumer unfamiliar with the Pepsodent Gum Expert product.

“I looked for ways to make consumers who don’t know about Pepsodent Gum Expert to at least give it a try,” said Revio.

To achieve this, he designed a consumer journey that allows potential buyers to get to know, try, and experience using the product fully and effortlessly. He began by conducting market research to understand how consumers perceive the product. He even took the time to visit a dental clinic directly to truly grasp the consumer’s viewpoint.

“I also tried to provide holistic and comprehensive innovation so that consumers would have a real and drama-free experience,” he said.

A Long Journey and a Challenging Competition

Revio’s journey in this competition was full of challenges. He had to compete against experienced participants from various universities, going through several stages from video submission and online bootcamp to the final presentation.

“Initially, we were randomly grouped in the semifinal stage. I personally had to adapt to participants I hadn’t known from the start,” he said.

One of the most nerve-wracking moments was when he had to present his ideas directly in front of a panel of judges, including the Brand Manager of Pepsodent, the General Manager of Personal Care, and the VP of Human Resources at Unilever Indonesia.

“Presenting in front of them was quite adrenaline-pumping and challenging,” he remarked.

Learning from Failure and Staying Grateful

Revio acknowledged that this was one of the most challenging competitions he has ever entered. Thorough preparation and the determination to push his own limits were key to his success. “Going all out and pushing our capacity is one way to succeed,” he stated.

Behind his victory, Revio expressed gratitude for the journey he had gone through. “This is all thanks to God. Even though I had experienced failures before, this was the door He opened for me,” he reflected.

He also extended his thanks to those around him who continuously supported and helped him throughout the process.

Reporter: Raja Parmonang Manurung (Mining Engineering, 2021)

Translator: Nadya Fini Nabila (Management, 2023)

Documentation: Unilever Indonesia