Unilever Nigeria Plc, a consumer goods company, has re-launched its Closeup toothpaste brand as well as appointed Davido, a leading hip pop artiste as the official brand ambassador for the brand.
Speaking at the launching ceremony in Lagos recently, David Okeme, brand building director, Unilver Nigeria, stated that the Closeup toothpaste brand now wears a new logo in new attractive packs, adding that the brand is well poised to cater to the oral care of Nigerians with a formulation that contains micro-shine crystals to clean the deep corners of the mouth and active zinc mouth wash that kills 99.9 per cent of germs to give longer lasting fresh breath for 12 hours non-stop.
He said the company was also excited to introduce Davido, a multi platinum selling artiste as the official brand ambassador for Closeup in a move geared towards engaging its core target of the Nigerian youth.
Also speaking, Bunmi Adeniba, category manager, Oral Care Unilever, said the re-launch of Closeup toothpaste was done on the background of the new campaign tagged “12 hours of Fresh Breath,” a reflection of the brand’s commitment to giving everyday Nigerians a brilliant, healthy white smile and a 12 hours fresh breath regardless of the status.
According to her, Closeup toothpaste is synonymous with bringing people closer together by giving the true confidence to get close with fresh breath.
She added that, “This we have recently demonstrated via a global campaign, Cupid games, that colourbrought together about four million young people in an online platform.
As we unfold plans working with the brand ambassador Davido, we will continue to lead the conversation about closeness and freshness in the Nigerian market. In his reaction, Davido said he is comfortable with the deal with Close Up because to him, the brand is like a family.
“I was excited even though I didn’t understand at first. I have worked with a lot of brand but I have never experienced that kind of creative synergy. I wasn’t given any script to follow but I have the creative license to infuse my own ideas. This is not something that happens every day.”
“It’s a youthful brand and when I went to the office, everybody treated me like family,” he said adding that he is at liberty to express himself with the brand positively.