Unlike the typical opaque, mint-flavored toothpaste of the time, Closeup debuted in 1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste
A unique brand identity was developed, with Closeup positioned as the toothpaste that gives people confidence in those very "up close and personal" situations.
The idea of a toothpaste that could give them fresh breath, white teeth and, subsequently, a little extra self-confidence and sex appeal provided instant appeal to consumers.