This toothpaste brand was launched in India in 1975. It primarily targets the youth segment. To promote the youthful image it was the first brand in India to launch the gel toothpaste and is credited to be the creator of that segment. With the re-launch in 2004 Closeup promises to provide the benefit of ‘fresher breath and stronger, whiter teeth’. In tune with the target segment of youth – Closeup is offered in attractive colors & packaging and its ads shows young guys and girls impressing each other with their new found Closeup confidence. Earlier Closeup ads used to focus on technical features like Vitamin and Fluoride content and functional attributes like fresh breath & white teeth.

But lately the theme has changed to emotional appeal of self-confidence. One of its most popular tagline has been: ‘Hasso Toh Khulke Hasso’. Few years back Closeup tried to take brushing to a new level by asking the consumers: ‘Kya Aap Closeup Karte Hain?’ which tries to project the image that Closeup is synonymous to brushing and or something even more than that. Close up changed is tagline to “The closer the better” in 2008 as manifested in this popular “Pass aao na” ad.

Close up is an international brand and present in many other countries other than India. The targeting and positioning of the brand is very similar across countries. The following popular Close up ad from Philippines proves the point. The ad is embedded in a nice music video created by Lowe, Manila. This is a unique to way market a old brand in a new exciting way. Hope you will enjoy the song and the story behind.

Similar to Pepsodent, to gain consumer confidence Closeup offered ‘Shade Card’ so that consumers can check the level of whiteness of their teeth. In 200 Official website of this brand is:


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About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

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