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projects

Print + Outdoor + Promotional + Guerilla

A kiss can lead to some big things

Close Up

Faced with a fading consumer base and declining sales, Close Up Toothpaste decided to advertise for the first time in over twenty years. With a limited budget, they turned to Barefoot for ideas that would work hard enough to overcome the lack of awareness brought on by the absence of advertising support.

Barefoot recommended a campaign targeting young adults that focused around the tagline "It all starts with a kiss." The campaign featured print ads, cinema advertising and participation in Trojan Condom's Spring Break Tour, which provided the opportunity to reach the target market via coasters, T-shirts and toothpaste samples packaged in condom wrapper look-a-likes.