An integrated Marketing Communications Campaign for Close Up Deep Action

• Main Authors: Chatto, Patrise Ysabel M., Fucio, Noelle Alexandra C., Placido, Daniel E., Saldua, Beatriz Marie T., San Juan, Eugenie B.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18264
• Institution: De La Salle University

CloseUp Deep Action is a gel toothpaste and mouthwash in one that provides long lasting fresh breath. It is one of CloseUp's products with three variants: Red Hot, Peppermint Splash, and Menthol Fresh. It is also one of the products developed by the oral care experts of Unilever. Unilever is the mother company of numerous well-­known brands such as Selecta, Dove, Surf, and CloseUp that helps people to get more out of life. It is the leading manufacturer of personal care and home products. The campaign aims to introduce a new brand image for CloseUp. The objectives of the campaign are: 1.) To strengthen awareness and loyalty among the brand target market, which is the youth, 2.) To communicate the updated brand image for CloseUp Deep Action, and 3.) To sell that feature of having the confidence to get closer and take it to a deeper level with consumers, since CloseUp's target market is usually the age where people start developing relationships. CloseUp Deep Action targets young adults, from ages 18-­24 belonging to socio- economic class A, B, and Upper C. These young adults are living fast-­paced lives and get to meet many people, however, don't get to establish deep connections with most of them. With this in mind, the campaign will make use of both above-the-line and below-the-line advertising. The group chose these media based on the target market's media itineraries.