Tag: Closeup

Singapore – Closeup, Unilever’s toothpaste brand, has rebranded in collaboration with creative growth agency MullenLowe Singapore. The revamped brand shifts Closeup’s focus from mere oral care to a beauty-first approach.

In a campaign with MullenLowe Singapore, Closeup highlights the importance of a bright smile in its definition of beauty. The campaign, launched in India, Indonesia, Vietnam, and the Philippines, aims to reach beauty-conscious Gen Z consumers.

The campaign features ‘White Now,’ Closeup’s new whitening products range that uses purple colour corrector technology.

Closeup and MullenLowe Singapore tailored campaign content for different touchpoints. It includes assets that are platform-specific, ensuring relevance and engagement.

In India, Closeup designed digital-centric campaigns, using a social-first approach to engage younger audiences.

Gem Laforteza, Unilever’s global brand director for Closeup, said, “Your smile is an essential part of your looks, a big part of your vibe and your confidence. Teeth whitening is not only oral care, it’s beauty. We’ve created Closeup White Now to celebrate the joy of beautifying. It’s also an expression of closeness & attraction, which Closeup has always stood for.”

Meryke Naude, beauty creative director at MullenLowe Singapore, said, “Closeup’s rebrand is built on deep cultural insights and real-time behaviour analysis. By aligning our campaign with the aspirations and values of Gen Z, Closeup’s messaging seeks to be fresh, authentic and exciting. We want to appeal to Gen Z consumers who are beauty seekers, with growing professional and lifestyle aspirations.”

“This approach helps the brand to forge a deeper connection with young consumers who are shaping the future of beauty and self-expression. We believe that Closeup is redefining the oral care category by positioning a bright smile as an essential part of beauty,” Naude added.

MullenLowe Singapore has been working with CloseUp for 12 years. The agency has helped the brand develop its brand key index and engage its audiences.

Manila, Philippines – Toothpaste brand Closeup has launched its latest campaign, with a film that features a fresh rendition of the iconic song ‘Closer You and I’ by Filipino singer Gino Padilla.

Conceptualised by MullenLowe TREYNA, Closeup’s campaign reimagines the song in 2024 for a new generation with singer Adie’s vocals and the love team of Donny Pangilinan and Belle Mariano, affectionately known as DonBelle, in the film. 

This collaboration marks a significant milestone in Close Up’s history, seamlessly blending nostalgia with contemporary charm. The new version captures Closeup’s classic ‘kilig’, resonating with both long-time fans and newer audiences.

Through this campaign, the brand aims to display its unwavering commitment to portray love’s joyous moments, captivating hearts in 2024 just as it did back in the 90s.

Commenting on the campaign’s rendition, Padilla said, “The new version sounds great, and I have to congratulate Adie for doing such a wonderful job. He was able to inject his own style and represent his current generation. It’s a great privilege and honour to be part of the Close Up brand. Up to now, people associate my name with the song, and it really is a great blessing.”

The release of the new single featuring Adie and the DonBelle tandem has garnered over a million views, signifying a new chapter in Closeup’s legacy of fostering connections through the power of love and music.

Singapore – Up until today, many couples are still denied the right to marry due to their relationships. These include couples of inter-racial, inter-caste, inter-faith and same-gender relationships, many of which are still unacceptable in the eyes of key institutions. Closeup has launched a new campaign, ‘Closeup City Hall of Love’, that aims to make a stride on this front. 

Closeup has entered the metaverse and invites couples to break free from real-world constraints to celebrate their union in Decentraland, a 3D virtual world powered by blockchain technology.

‘Closeup City Hall of Love’ is an immersive virtual experience where diverse couples can ‘mint’ their very own NFT marriage certificate and immortalise their love on the blockchain forever. They can create their avatars, explore, and interact with their very own wedding officiant in the space. The experience will include a proposal and end with the minting of their NFT certificate, that can be celebrated by friends and family.

“Our foray into the Metaverse with Closeup City Hall of Love is another initiative to build safe spaces that celebrate equality and inclusion and inspire people to act on their mutual attraction, free from self-doubt and judgement, so they can experience closeness on their terms,” said Gaurav Datta, global brand VP of Closeup.

Closeup has always spotlighted ‘closeness’ and diversity as its top brand values. The brand has already given an NFT marriage certificate to the first couple in the initiative. 

Details are available on Closeup’s ‘Love for all’ website (loveforall.info).