Closeup: #CloserWithDonBelle on Twitter

Loren Saguil, Rhouel Rallos

Closeup, a toothpaste brand, launched Closer – a song and music video in the Philippines featuring iconic duo DonBelle – in partnership with media outlet ABS-CBN to improve sales and gain overall positive sentiment.

Campaign details

Brand: Closeup (toothpaste) Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Taguig Market: Philippines Sector: Oral health

Executive summary

With the intent of bringing back ‘kilig’ to Closeup’s campaigns, Closeup in partnership with ABS-CBN, launched the ‘Closer’ music video during the peak of ABS-CBN’s ‘He’s Into Her S2’. The team was able to communicate the functional benefit of fresh breath with a romantic material that became relevant in pop culture. Viewers were highly engaged and encouraged to switch to Closeup.

On its launch, ‘Closer’ landed...

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