Singapore agency Arcade wins global digital duties for Unilever’s oral care brand Closeup

Following a competitive pitch, Unilever has awarded global digital duties to Singapore-based agency Arcade for its leading youth-orientated oral care brand, Closeup, which is present in 45 markets worldwide.

“As a brand, Closeup gives you the confidence to get closer. As Closeup’s global digital Agency of Record, we are very excited about exploring the role of technology in that.” Arcade Creative Director, Mark Taylor (pictured) said. “We want people to get close enough to kiss!” He added with a smile.

Closeup was originally launched by Unilever in 1967 and caught on quickly as the world’s first gel toothpaste. Breaking with convention, its first flavour was spicy cinnamon with mouthwash. Since then Closeup has been the most innovative toothpaste brand, demonstrated by the recent launch of the Fire-Freeze variant – which combines a warming sensation that battles bad breath with long-lasting, cooling freshness.

“Arcade’s new take on how we should promote Closeup was inspiring. In a tough, crowded marketplace we knew we had to have a creative approach that defied conformist thinking, yet was absolutely relevant to the brand. Arcade more than delivered on this,” said Closeup Global Brand Manager, Brian Duruin.

Arcade Team – Founder & Creative Directors: Mark Taylor, Gary Tranter. Managing Director: Dorothy Yew. Group Account Director. Jill Chng. Planning Executive: Raymond Lowe.