HLL has moved the creative duties of its Close-Up toothpaste brand from O&M to Lowe. The account size is estimated to be more than Rs 20 crore. O&M had bagged the creative account of Close-Up in 2003. Neither Lowe nor HLL officials have offered any comments on this development.
This move comes in the wake of Unilever consolidating its global creative duties on its oral care brands, including Close-Up, Pepsodent and Signal in Asia, Latin America and Africa, with Interpublic Group’s Lowe. Unilever’s consolidation is said to be part of its ongoing drive to establish global strategic platforms for bigger brands and name lead agencies for each of them.
Close-Up, which has a 17 per cent share of the Rs 2,000 crore Indian toothpaste market, made its entry in India on a national scale in the late eighties and in a way was responsible for creating the gel toothpaste segment in the country.
HLL had relaunched and streamlined the Close-Up portfolio in 2004 and O&M was largely responsible for the new jingle for Close-Up – ‘Kya Aap Naya Close-Up Karte Hai’.
The strategy, which Lowe and HLL will decide for the Close-Up brand, should be clear in the coming days.