Campaign details

Brand: CloseUp
Brand owner: Unilever
Lead agency: Reprise, Initiative
Country: Uruguay
Industries: Oral health
Media channels: Livestreaming, Online video, Programmatic display, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Our main objective was to generate a relevant connection with a millennial target through a brand relaunch (carried out using this target's favourite formats) after six years of discontinuous presence in the Uruguayan market.

Market background and objectives

Toothpaste brand CloseUp was born in the United States in the 1960s. It was the first dental gel launched in the world market. It is established in 54 countries around the world and, in most markets, is the leader or occupies second place in terms of market share. The brand has a brand health and efficiency performance that equates to year-on-year growth of approximately 4% in all markets.