Hindustan Lever (HLL) is rebranding Close-up as a better alternative to white toothpaste in a bid to increase its market share in the oral care segment. The company is targeting a growth of 20 per cent in the next financial year as a result of this new initiative.
HLL also plans to launch variants of its existing brands and change its approach to the rural market this year. HLL had launched a new brand, Aim, in 2000 for the rural market but it was taken off the shelf in 2001.
As part of its rebranding initiative, Close-up would be launching two variants--Tingly Red and Eucalyptus Waves. The multi-media ad campaign, which is likely to break soon, would have a new punchline, 'Jee ke dekho yaar'.
According to company sources, the whole communication is focused around gel toothpaste being better choice than white toothpaste.
Close-up was the first gel toothpaste launched in India. The new products are priced at Rs 18 for 50g, Rs 35 for 100g and Rs 50 for 150g.
Source: Business Standard