Oral care brand Closeup has unveiled a new youth-focused initiative tagged Closer Is Better, aimed at promoting confidence, self-expression and connection among young Nigerians.
The campaign, launched at an Influencer Briefing Session held recently at the Balmoral Event Centre, Oregun-Ikeja, Lagos, seeks to reposition the brand as more than just a toothpaste but as a cultural ally for the country’s youth.
At the event, the Closeup marketing manager, Twumasi Elvis, said the campaign is anchored on deep consumer insights.
“This goes beyond traditional marketing. Young Nigerians today want brands that mirror their values of confidence and self-expression. Closer Is Better was created to meet that need by building a community where they can show up authentically without fear or judgment. With the support of influencers, we are fostering a space where young people feel seen, supported and inspired to connect,” he said.
The campaign features a diverse lineup of influencers and creators drawn from Nigeria’s entertainment, comedy and lifestyle sectors. They include Crispdal, Purple Speedy, Ocean Vibes, Shank Comics, Asherkine, DJ Abba, Kunle Remi, Bimbo Ademoye, Taaooma, Folagade Banks, Gilmore, Tobe Szn, Hauwa, Sheggz, Bella, Chimezie Imo, Eric Okafor, Simi Sanya, Goodgirl LA, Kem Apia, Pamela and others.
According to the brand, the influencers will drive the campaign through relatable stories, playful challenges and authentic content to show that confidence and closeness can be expressed freely and without intimidation.
Highlights of the launch included the unveiling of Creators’ Pods—five specially designed sections across the hall, each with unique themes to support creativity, content production and self-expression. Guests also participated in interactive demo sessions, which showcased the brand’s ability to deliver fresh breath and boost confidence in real time.
