IIPM EDITORIAL: CLOSE-UP

Close-Up has dominated the gel segment, but the presence of Colgate still haunts...
Close-Up is positioned in a way in which n

o other toothpaste is positioned. It has broken all the rules and norms of toothpaste advertising ever since its launch in 1975, and taken the brand a leap forward in Indian market. It was the first brand to introduce gel toothpaste to the consumers and has led the gel segment ever since. Such was the power of the Close-Up bright red colour, its intelligent advertising and belligerent promotions that even market leader Colgate was forced to launch a gel variant. Its marketing initiatives include myriad tie ups with high-profile programmes like Close-Up Antakshari, Harsha KiKhoj and even movies, such as Kyun Ho Gaya Na. The highlight was the speed dating contest last year in association with Zoom Television. “Close-Up is a youthful brand and expresses togetherness so it was a perfect partner for the dating contest,” a Zoom spokesperson told 4PsB&M. Not that the brand did not have its share of catfights. The year 2004 was especially tough, when there was a strong contest between Colgate and Pepsodent, with eventually Close-Up losing market share. The same year saw a consecutive bombing of Oxy fresh and Eucalyptus Blue variants, which led HLL to continue with the mother brand, tingly red and lemon mint flavour and drop all other variants. To prove a point and get back into action Close-Up was then re-launched with a three in one benefit of fresher breath, stronger and whiter teeth. The brand has dropped in our rankings, but will hopefully be able to sustain the attention of the youth, by providing complete oral health care.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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