Brand owner: Unilever Sri Lanka
Lead agency: Lowe LDB Sri Lanka
Contributing agency: Mindshare Sri Lanka
Country: Sri Lanka
Industry: Oral health
Channels used: Events and experiential, Internet - display, Magazines - consumer, Newspapers, Online video, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store, Print - general, unspecified, Radio, Social media
Media budget: Up to 500k
This case study describes how Closeup toothpaste appealed to young Sri Lankans through fashion.
Gel-based toothpaste Closeup's main barrier was making Sri Lankan youth ask for it by name since research revealed that they did not have a toothpaste brand preference, so the marketing challenge was to bring alive the brand promise of the 'confidence to get close' in a unique, flirty and surprising way that they closely identified with, and yet be consistent with their cultural codes.