BUILDING PLATFORMS
Closeup Fresh Meter
Turn a benefit into something people want to try.
To launch a new Closeup variant, we needed to make 12-hour freshness memorable for a sceptical college audience.
The challenge
Build awareness of the new variant and show the need for fresh breath, with no prior product education.
The idea
At a time when mobile games were part of college culture, we created a playful app experience that made the subject social.
The impact
The app travelled beyond the youth audience and became an engagement tool for sampling activations and later variant launches. It set a global benchmark for Closeup and Unilever Ghana.
