Close up

Close Up History

Close up has truly been a challenger brand in the toothpaste market. Its biggest achievement has been its ability to carve out a distinct, differentiated segment. When Close Up was launched in Vietnam in 1994, it was the first gel toothpaste in Vietnam and the first toothpaste with mouthwash. For the first time, people had the option to brush with transparent, shiny, bright colored gel toothpaste.

Close Up - an insightful brand for Youth

While others offer cavity control and strong teeth, Close up offers the cosmetic benefits of superior fresh breath and white teeth. This is based on a strong and relevant consumer insight that people are conscious of how their breath smells only when they are close, especially with the opposite sex.

Close up is a brand focused on the youth. Not only does it promise the youth romantic fresher breath and whiter teeth, it also promise them the confidence to get close to the person who matters the most to them.

Innovations

Close Up was the first gel toothpaste in Vietnam.

In December 2005, Vietnam had the honour of being the first country to launch the Close Up Centre-Filled Gel toothpaste with Calcium Nutrient in Asia and globally. With its novel and patented core-in-sheath technology, Close Up is once again able to deliver the best toothpaste and maintain its reputation as the consumer’s favorite.

Key facts

• Close Up is the leader in Vietnam Freshness Toothpaste market. 
• Close Up is a premium brand with a strong and youthful brand equity.

• Close Up has launched many successful and impactful campaigns such as “Ngay Hoi Bang Tuyet” (Christmas Snowy Activation) in December 2005, “Tim Em Noi Dau”(The Love Quest) in January 2009, “Thanh Pho Thom Mat” (Fresh City Website) from January 2010, and "Dem Valentine The Ky" (The Centurial Valentine) in February 2011.

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