CloseUp: BesoFermi

CloseUp employed an entertainment-focused interactive social media campaign for its relaunch in Uruguay, with the objective of becoming the number-one oral care brand among young people.

Campaign details

Brand: CloseUpBrand owner: UnileverLead agency: Reprise, InitiativeCountry: UruguayIndustries: Oral healthMedia channels: Livestreaming, Online video, Programmatic display, Social media, Word of mouth, influencersBudget: 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...

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