Closeup enabled a young couple to express their love through a mobile integrated audio match system

Closeup, an oral hygiene brand, launched a campaign in Vietnam to upscale its brand attributes and increase its market share and brand conviction.

Campaign details

Brand: UNILEVER Vietnam/CLOSEUP TOOTHPASTELead agency: Mindshare VietnamRegion: APAC

Objectives

Closeup is positioned as a brand that creates unique experiences for youth and budding couples and encourages them to get closer. It leads the oral care category on the freshness platform and scores more than 60% on awareness amongst youth. However, over time, the brand is losing its excitement and engagement capabilities leading to a stagnated market share and a decline in relevance.

Taking this into consideration, the key strategic priorities for the brand were:

  1. Upscale key Brand attributes:...

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