Closeup is the third most-chosen toothpaste in the world, reaching consumers in 57 different countries and giving millions fresher breath and the confidence to get close, no matter who they love. Here’s how this innovative, inclusive brand has stayed fresh for more than 50 years.
Closeup was born in the 1960s at the height of the summer of love. In a world of boring white toothpaste, two scientists in the US had a rebellious idea: by matching the refractive index of silica with sorbitol and water, the world’s first transparent gel toothpaste was born.
From the outset, the brand broke with convention. Closeup’s gel formula was bright red, the bold colour of passion, romance and physical attraction, and at the time was advertised as ‘toothpaste and mouthwash in one’, promising fresher breath that would give users the confidence to get close.
Closeup has had romance, boldness and playfulness at its heart ever since.
Today Closeup is the third most-chosen toothpaste in the world, [a] reaching consumers in 57 different countries.
Closeup’s been in business for more than half a century, but the brand shows no sign of slowing down. In fact, an additional 12 million households chose Closeup in 2022 compared with the previous year, and the brand reported robust growth across six out of eight of its tracked key markets.
Closeup’s top-selling product is Closeup Red Hot – a mint and spice-flavoured antibacterial toothpaste with a zinc-enriched formula providing up to 12 hours of fresh-breath confidence. Closeup has also recently expanded its portfolio to introduce new premium lines: the Closeup Natural Detox range powered by natural ingredients and Closeup Fresh Multi Vitamin which offers complete oral care protection with the signature freshness of Closeup.
As a brand that has focused on closeness for decades, Closeup’s purpose is to give people the confidence to take a chance and move closer to whoever they love. The brand celebrates closeness, irrespective of race, gender or religion, free from self-doubt and the judgement of others.
This has helped spark brand love – and drive meaningful conversations – with consumers in recent years.
In 2022, Closeup brought its purpose to life in the virtual world, launching the Closeup City Hall of Love, a completely inclusive digital space within Decentraland, where anyone can get married in the metaverse. Open to all, it allows couples to immortalise their love on the blockchain entirely free from judgement or stereotypes. They can even mint a unique NFT marriage certificate, and celebrate with their very own virtual guests.
The Closeup City Hall of Love gained 3 million impressions within three days of launch and has won a host of advertising industry honours. It was nominated for a coveted Cannes Lion, and has scooped 32 trophies at the Creative Circle Awards, plus Silver and Bronze Spikes Asia awards.
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