Close-Up (toothpaste)

Close-Up logo

Close-Up is a brand of toothpaste that was launched in 1967 by Unilever, a multinational consumer goods company. It is notable for being the first gel toothpaste and is marketed as a product that provides fresh breath and white teeth. Close-Up is available in various flavors and is targeted primarily at young adults.

History

Close-Up was introduced as a revolutionary product in the oral care market due to its unique gel formulation. At the time of its launch, most toothpastes were white and opaque, whereas Close-Up's translucent red gel was a novel concept. This innovation was part of Unilever's strategy to appeal to a younger demographic by emphasizing freshness and attractiveness.

Product Features

Close-Up toothpaste is known for its distinctive red gel and spicy cinnamon flavor, although it is also available in other flavors such as peppermint and menthol. The toothpaste contains fluoride, which helps in the prevention of dental caries, and is designed to provide a long-lasting fresh breath sensation.

The brand's marketing often focuses on the social benefits of having fresh breath, positioning the product as a confidence booster in social interactions. This is reflected in its advertising campaigns, which frequently feature young people in social settings.

Marketing and Advertising

Close-Up has been marketed with the tagline "Get Closer" to emphasize its breath-freshening properties. The brand has used various advertising mediums, including television, print, and digital platforms, to reach its target audience. Over the years, Close-Up has also engaged in promotional activities such as sponsoring events and contests aimed at young consumers.

Global Presence

Close-Up is sold in many countries around the world, with a strong presence in markets such as India, Brazil, and the Philippines. The brand's global appeal is supported by localized marketing strategies that cater to the preferences and cultural nuances of different regions.

Related Pages

• Toothpaste
• Unilever
• Oral hygiene
• Fluoride