Close Up: Switch on instant beauty

Massimiliano La Franca

Campaign details

Brand owner: Unilever
Agency: Lowe
Brand: Unilever
Country: Thailand
Channels used: Cinema,Events and experiential,Outdoor, out-of-home,Point-of-purchase, in-store media
Media budget: 500k - 1 million

Executive summary

This paper is about a unique experiential marketing campaign developed to launch Close Up's new toothpaste, White Now – an innovative new product that delivers instant tooth whitening rather than the 7–14 days required by competitor products.

We reframed the way people thought about toothpaste, transforming it from a boring minty paste they used to brush their teeth into a glamourous cosmetic tool that instantly enhanced the brightness of the smiles. A multi-channel, integrated brand communication was created and executed under the creative idea of Switch on instant beauty.