Live life up close
Close up has truly been a challenger brand in the toothpaste market. Its biggest achievement has been its ability to carve out a distinct, differentiated segment. When launched in 1994, Close up was the first gel toothpaste in Vietnam and the first toothpaste with mouthwash. For the first time, people had the option to brush with transparent, shiny, bright colored gel toothpaste.
While others offered cavity control and strong teeth, Close up offered the cosmetic benefits of superior fresh breath and shiny white teeth. This was based on a strong and relevant consumer insight that people are conscious of how their breath smells only when they are up close – especially with the opposite sex. With the dual benefits of fresh breath and white teeth, the brand allowed people to get over their insecurity of bad breath and get closer to each other. The brand stands for the message of social confidence for all.
Close up is a brand totally focused on the youth of the society. It doesn’t just promise the young romantic’s fresher breath and whiter teeth, it also promised them the confidence to get up close to the person who matters the most. All activities of the brand are focussed around youth. The Christmas Activation in December ’05 was a great success with the young. The Close up planet is a website dedicated to such youth focussed fun activities. It uses the internet to make young couples engage through kissing games, blind dates and meet their perfect match.
So, all the young people out there, Close up is the brand to make life fun and happening for you by giving you the confidence to reach out to the world. In the coming months, you can expect some exciting new toothpastes and activities coming your way from Close up.
Innovations
