Closeup toothpaste has been in the market for several decades, but many consumers now perceive the brand as uninspiring and outdated. While Closeup continues to promote freshness, it also aims to highlight intimacy and connection between people. To reflect this evolved brand purpose, Unilever has initiated a global rebranding effort to reposition Closeup as more than just a toothpaste.

The re-branding campaign been adapted globally.