Unilever selects Arcade to handle global digital duties for Closeup

Arcade is tasked to develop digital strategy, digital content, digital campaign creation and deployment, and management of digital assets including social platforms.

Closeup, which targets young consumers who are socially savvy, has a strong foothold in 45 markets worldwide with key markets in Asia including India, Philippines, Thailand, Indonesia and Vietnam, according to the agency.

“Arcade’s new take on how we should promote Closeup was inspiring,” said Brian Duruin, Closeup global brand manager. “In a tough, crowded marketplace, we knew we had to have a creative approach that defied conformist thinking, yet was absolutely relevant to the brand.”

Closeup was originally launched by Unilever in 1967 and caught on quickly as the world’s first gel toothpaste. Breaking with convention, its first flavour was spicy cinnamon with mouthwash. Since then Closeup has been an innovative toothpaste brand, demonstrated by the recent launch of the Fire-Freeze variant, which combines a warming sensation that battles bad breath with long-lasting, cooling freshness.