Hll To Reposition Close-Up To Add Zing To Oral Care Sales

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 would also be launching variants of its existing brands and also 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.

"We have big plans to address the rural market. As of now, about 30 per cent of our revenue comes from the rural segment, which we would like to increase to at least 35 per cent by the end of the next financial year," senior brand manager (personal products) Sidharth Singh said.

As part of its rebranding initiative, Close-up would be launching two variants--Tingly Red and Eucalyptus Waves. "This is a part of global relaunch. We launched the same products in Brazil four months back and now we are launching in India," Singh said.

The multi-media ad campaign, which is likely to break soon, would have a new punchline, 'Jee ke dekho yaar'. "We are positioning the brand as an alternative to the white toothpaste. The whole communication is focused around gel toothpaste being better choice than white toothpaste. White toothpaste symbolises security and freshness, while Close-up stands for freshness and is targeted towards young at heart," Singh said. However, he reiterated that there are no plans to change the communication or positioning of its other brand--Pepsodent.

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.

These new initiatives might be the result of gel market not showing as much growth as white toothpaste last year. Moreover competition seems to be hotting up in this segment with new players such as Dabur, SmithklineBeecham and Anchor entering the fray.

According to some media reports, HLL's arch rival, Colgate had also shown a higher growth as a result of huge ad spend and the launch of its new products such as Colgate Herbal and Colgate Cibaca Top last year.

Close-up has always been associated with the youth and the common theme in their ad campaigns through the years has been display of confidence. The company has always used a multi-media approach in reaching to its target customers.

Close-up Youth Connect program also sponsors festivals and events in college campuses across the country.