Closeup partnered with Firmenich exclusively in creating UL’s first Oral Care e-commerce range. Staying true to its brand promise on #freetolove and human closeness, Closeup launched this range on Valentine’s Day. The online range lets consumer take a short survey to purchase a personalized toothpaste in recyclable pump bottle. The travel theme takes you to five destinations, each with a unique flavor that’s inspired by the destination. The submission was tailor made to be all about travel. The deck was designed to be a set of postcards, with the flavour description written as your partner’s message to you — from each of the destinations.
Postcards and sample description:
The kit was made to look like a passport outside. The more watery consistency of the toothpaste in a pump bottle made it easy to showcase the colour and sparkles of the base, and at the same time gave a good stage to showcase the country on the pack design, which later inspired the final pack that was launched to market.
