Unilever, Closeup: Make Your Move

Closeup, a South African toothpaste brand, launched the Make Your Move campaign to raise awareness and engage with consumers.

Campaign details

Brand: Unilever, CloseupLead agency: The Niche GuysRegion: EMEA

Objectives

The toothpaste category in South Africa is dead. Most of the brands in the category rely on in-store price promotions – and those that do go further, are simply recycling globally-produced TV commercials and pushing promoted social media posts.

Closeup toothpaste, a relative newcomer to the South African market, saw this as an opportunity and decided to reinvent the category. Overall, the brand's strategy is to live up to its name: to get millennial users to get physically close up with one another, a benefit...

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