For decades, Closeup has been known as a trusted brand for fresh breath and self-confidence. Now, the brand is stepping beyond being just toothpaste, positioning itself as a cultural ally to Nigeria’s youth with its new “Closer Is Better” campaign.
The campaign is rooted in the belief that fresh breath equals freedom, giving young Nigerians the confidence to love louder, speak boldly, and connect without fear or hesitation.
A Movement of Confidence
“Closer Is Better” goes beyond personal hygiene, sparking conversations about self-expression, connection, and authenticity. The initiative reframes Closeup as a cultural companion, empowering youth to live fully and fearlessly while building stronger bonds in relationships, friendships, and everyday interactions.
Influencer Briefing Event
To drive the message, Closeup hosted an influencer briefing session on August 21, 2025, at the Balmoral Event Centre, Oregun-Ikeja, Lagos. The event was vibrant, interactive, and designed to immerse attendees in the campaign’s theme.
A major highlight was the Creators’ Pods—five specially designed themed spaces, from intimate couple settings to fun and playful backdrops. These pods encouraged influencers to create engaging content while embodying the campaign’s essence of confidence and closeness.
The event also featured interactive demo sessions, where guests experienced firsthand how Closeup keeps breath fresh, no matter what is eaten, reinforcing its promise of confidence
