Onome Amuge
Unilever-owned toothpaste brand Closeup has launched a new marketing campaign in Nigeria aimed at positioning itself as a cultural ally for young consumers seeking confidence, self-expression and connection.
The initiative, branded “Closer is Better”, seeks to extend Closeup’s long-standing association with fresh breath into the broader lifestyle space, targeting Nigeria’s youth market through partnerships with digital creators and influencers.
“Today’s young Nigerians are not only seeking products, they are seeking brands that reflect their values of self-expression, confidence and connection. This campaign goes beyond traditional marketing; it’s rooted in deep consumer insight,” said Twumasi Elvis, marketing manager for Closeup, in a statement.
The strategy involves collaborations with a wide network of influencers including Crispdal, Purple Speedy, Taaooma, Kunle Remi, Bimbo Ademoye and Shank Comics, alongside emerging creators across TikTok, Instagram and YouTube. The brand hosted an influencer briefing session featuring interactive demos and creator pods to encourage content production that resonates with Nigeria’s digital-native generation.
Closeup said the campaign is built on the idea that fresh breath is freedom, giving young Nigerians the confidence to “love louder, speak boldly, and get closer without hesitation.” Influencers will share short-form content, challenges and relatable stories designed to show that closeness does not have to be intimidating.
The approach reflects a growing trend among multinationals to localise campaigns around cultural themes and youth communities, particularly in African markets where digital engagement and brand affinity are increasingly driven by social media.
“Confidence attracts, connection sustains, and ultimately, being closer in every meaningful way is what strengthens relationships,” Elvis added.
Closeup was launched in Nigeria in 1967 and has for decades, been a dominant product in the country’s oral care market. By tying its core proposition of freshness to themes of empowerment and social connection, the brand aims to reinforce its relevance in a market where young consumers are both highly brand-conscious and socially engaged online.
