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Behind the brand: Closeup – the fast-growing toothpaste that celebrates closeness

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.


How it started

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.

How it’s going

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.

The purpose that powers it

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.

Brand new ideas

1. Natural toothpaste formulas that get results

One of Closeup’s most successful recent launches has been its premium Closeup Naturals Detox range – a collection of five toothpastes powered by natural ingredients.

The Coconut & Charcoal variant is designed to deliver whiter teeth naturally, while Closeup’s Lemon & Sea Salt toothpaste helps to remove stains and strengthen gums. Other options include toothpastes formulated with natural clay, acai berry or citrus.

2. An ama-zinc formula for fresh breath that lasts

Closeup’s core toothpaste range provides long-lasting fresh breath. Its unique formulations powered by zinc are clinically proven to kill up to 99% of bad-breath-causing bacteria, (b) for up to 12 hours of freshness.

3. The multi-benefits of multi-vitamins

Closeup’s latest premium range – Closeup Fresh Multi Vitamin toothpaste – is clinically to proven deliver long-lasting freshness protection.

Every tube of Closeup Multi Vitamin toothpaste targets 12 oral care issues: plaque, bacteria, cavities, bad breath, yellow teeth, bleeding gums, sensitivity, tartar, enamel erosion, gingivitis, germs and root cavities. [c]

Iconic Ads

Banishing bacteria breath

A man’s bacteria-breath steals the show when he fails to impress a woman he meets while grocery shopping. Luckily Closeup is there to save the day.

Amazing, self-doubt erasing, antibacterial zinc

Closeup’s zinc-powered antibacterial formula makes it a meet cute to remember for all the right reasons in this ad, when a couple lock eyes in the supermarket. There’s a great disco soundtrack too.

Triple-fresh formula

Moments of romance are precious. In this ad we see that Closeup gives you the confidence to make them count, everyday, everywhere.


[a] According to Kantar Brand Footprint 2023
[b] Based on clinical studies
[c] Product contains advanced 2% ZCT technology and 1,450 ppm levels of fluoride that help cover most oral care needs


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