Closeup, one of Nigeria’s leading oral care brands, has unveiled a new campaign tagged “Closer is Better” aimed at empowering young Nigerians to express themselves freely, love boldly, and connect with confidence.
The campaign, launched this week, is part of Closeup’s broader strategy to position itself not just as a toothpaste brand but as a cultural ally for Nigeria’s youth. According to the company, the initiative seeks to create a safe and vibrant community where young people can express their authentic selves without fear or judgment.
Speaking on the campaign, the Marketing Manager of Closeup, Mr. Twumasi Elvis, explained that it was inspired by the daily realities of Nigerian youth who are looking for more than just functional products.
“This campaign goes beyond traditional marketing; it’s rooted in deep consumer insight. Young Nigerians today are not only seeking products, they are seeking brands that reflect their values of self-expression, confidence, and connection. Closer Is Better was designed to meet that need by creating a community where they can show up as their authentic selves without fear or judgment,” Elvis said.
He added that Closeup’s role is to give young people the confidence they need to strengthen relationships and engage meaningfully.
“Confidence attracts, connection sustains, and ultimately, being closer in every meaningful way is what strengthens relationships,” he stated.
As part of the rollout, Closeup partnered with a diverse lineup of influencers and content creators drawn from across Nigeria’s entertainment, lifestyle, and youth culture spaces. The brand hosted an influencer briefing session that featured live demonstrations, interactive pods, and creative challenges designed to spark ideas and encourage collaboration.
The list of influencers includes Crispdal, Purple Speedy, Ocean Vibes (a couple’s shared account), Shank Comics, Asherkine, DJ Abba, Kunle Remi, Bimbo Ademoye, Folagade Banks, Gilmore, Taaooma, Tobe Szn, Hauwa, Sheggz, Bella, Najib Yusuf Saleh, Victoria Uvo, Chimezie Imo, Eric Okafor, Simi Sanya, Femi Dapson, Real Judy, Osevagimedee, Bigdave Gram, and Julie Adaugo.
Others involved are Mayor Frosh, Emeneks, Harmoihie, Nana, Feeiziey, Rukkaya, Seunayo, Iremide Adeoye, Goodgirl LA, Kem Apia, and Pamela.
According to the company, these influencers were carefully selected because they resonate with Nigeria’s vibrant youth culture and are already inspiring their audiences with authentic storytelling. They are expected to drive the campaign by sharing relatable stories, playful challenges, and real-life experiences that highlight the power of closeness and confidence.
“Through fun content and everyday examples, the influencers will encourage young people to love louder, speak boldly, and get closer without hesitation. The aim is to show that closeness does not have to be intimidating, and that self-confidence is the foundation of meaningful relationships,” the company noted.
Industry watchers say the campaign reflects a growing trend among multinational brands in Nigeria to move beyond product-focused advertising into community-driven engagement. By connecting directly with youth culture and values, brands like Closeup are seeking to remain relevant in an increasingly competitive market.
For many Nigerian youths, personal expression and social connection are central to identity. Closeup, with its long history of promoting fresh breath and confidence, believes it can play an important role in helping young people feel empowered in both personal and social spaces.
The company stressed that Closer is Better is built on the simple belief that “fresh breath is freedom” — a freedom that empowers self-expression and brings people closer together.
As the campaign unfolds, Closeup plans to leverage social media platforms, creative collaborations, and youth-centered events to ensure the message resonates widely across Nigeria. The firm also promised that its partnership with creators will not end with this campaign but will form part of a continuous effort to build a strong youth community.
With Nigeria’s youth population making up more than half of the country, industry analysts believe that Closeup’s strategy of positioning itself as a brand that champions confidence and connection is a smart move that could further deepen customer loyalty.
