The Nation Newspaper

Tag: CloseUp

  • Closeup launches ‘talking stage party’ to boost young Nigerians’ relationships

    Closeup launches ‘talking stage party’ to boost young Nigerians’ relationships

    Closeup has launched a new initiative aimed at helping young Nigerians move beyond the casual “talking stage” and build more meaningful romantic connections.

    The Closeup Talking Stage Party, a first-of-its-kind social experience, debuted in Owerri, Imo State, bringing together 25 couples for an evening designed to inspire confidence, spark genuine conversations, and create real bonds.

    The event comes at a time when modern relationships often begin and end behind screens, with digital interactions replacing face-to-face connections.

    Recognising this shift, Closeup, Nigeria’s leading toothpaste brand, created the initiative to encourage young adults between 18 and 30 to step out of online limbo and into authentic moments.

    The Owerri edition featured interactive games, music, laughter, and guided activities that encouraged participants to loosen up, communicate freely, and enjoy each other’s company in a relaxed atmosphere.

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    Speaking about the campaign, Twumasi Elvis, Marketing Manager for Closeup, said the brand hopes to play a role in the real-life love stories of young Nigerians.

    “In a generation that is more digitally connected than ever yet still craving something real, Closeup sought to be a bridge, inspiring confidence, closeness, and authentic connection.

    Our goal is to be part of the love stories of young Nigerians, helping them move past the awkwardness of the ‘talking stage’ into genuine moments of togetherness. Kicking off in Owerri was the perfect start; we can’t wait to take this to other cities,” he said.

    With the Closeup Talking Stage Party, the brand reinforces its positioning as a champion of confidence and connection, supporting Nigerian youths as they express themselves boldly and build relationships with fresh smiles and renewed assurance.

  • How Closeup, its influencers are sparking a confidence movement

    How Closeup, its influencers are sparking a confidence movement

    For generations, Closeup has been the trusted brand for fresh breath and confidence. Now, the brand is going further, positioning itself as a cultural ally for Nigeria’s youth; one that encourages, empowers, and supports them to express love, show confidence, and connect without fear or judgment through its new Closer is Better campaign.

    Closer is Better is built on a simple belief: fresh breath is freedom. It’s not just about feeling confident; it’s about giving young Nigerians the courage to love louder, speak boldly, and get closer without hesitation. 

    The campaign aims to spark conversations around self-expression, connection, and closeness, reframing Closeup not only as a toothpaste brand but as a cultural companion that helps young people live fully and fearlessly.

    To bring this vision to life, Closeup hosted a vibrant Influencer Briefing Session on Thursday, 21 August 2025, at the Balmoral Event Centre, Oregun-Ikeja, Lagos State. Far from a typical campaign launch, the room buzzed with energy and conversation as the influencers were introduced as partners in spreading the message that closeness, confidence, and self-expression go hand in hand. 

    One of the major highlights of the evening was the Creators’ Pods—five dedicated sections set up across the hall, designed with unique themes—ranging from intimate settings (for the couples) to fun, lighthearted sets, props, and tools to spark creativity and support content creation.

    The day also featured interactive demo sessions that brought the Closeup promise to life in real time. Guests experienced firsthand how the toothpaste keeps breath fresh and confidence intact, no matter what was eaten, showing that with Closeup, you can enjoy your meals freely while staying fresh, bold, and ready to get closer.

    Read Also: CloseUp teams up with Laju Iren Films for ‘Danfo and the Rose’

    Speaking at the session, Twumasi Elvis, Marketing Manager, Closeup remarked, “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. 

    With the support of our influencers who resonate with their daily realities, we are building a community where young people feel seen, supported, and inspired to connect. Confidence attracts, connection sustains, and ultimately, being closer in every meaningful way is what strengthens relationships.”

    The campaign leverages a diverse group of influencers and creators who resonate with Nigeria’s youth culture, each bringing a unique voice and perspective to what it means to get closer and express oneself freely. 

    The influencers’ lineup includes: Crispdal, Purple Speedy, Ocean Vibes(Couple 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, Julie Adaugo, Mayor Frosh, Emeneks, Harmoihie, Nana, Feeiziey, Rukkaya, Seunayo, Iremide Adeoye, Goodgirl LA, Kem Apia and Pamela. 

    They will share relatable stories, fun content, and authentic moments that show closeness does not have to be intimidating. Using real-life examples, and playful challenges, they will offer tips on expressing confidence and connecting without second-guessing.

    With Closeup as their ally, young Nigerians can confidently navigate their relationships, friendships, and everyday interactions because closer is always better.

  • CloseUp teams up with Laju Iren Films for ‘Danfo and the Rose’

    CloseUp teams up with Laju Iren Films for ‘Danfo and the Rose’

    CloseUp has teamed up with Laju Iren Films for the much-anticipated release of Danfo and the Rose.

    Speaking on the collaboration, Oiza Gyang, Africa Marketing Lead for CloseUp, emphasized the brand’s commitment to fostering authentic connections: “At CloseUp, we are dedicated to fostering genuine connections and empowering people to express love confidently with long-lasting fresh breath.

    This partnership brings us closer to our goal of helping everyone embrace authentic, intimate moments without the worry of bad breath, giving people the confidence to connect with others. We believe this collaboration is a meaningful step toward achieving that vision.”

    Laju Iren, founder of Laju Iren Films, shared her excitement about the upcoming releases, revealing that Danfo and the Rose will join two other films in a first-ever virtual cinema experience this Christmas.

    Iren said: “We are releasing three of our best movies in one virtual cinema this Christmas. This is a first for us in more ways than one; it is the first time Danfo and The Rose, our young adult film, will be released to our expectant audience.

    “We cannot wait for the world to see the magic put together by our crew and our star-studded cast, featuring Adunni Ade, Sam Dede, Sunshine Rosman, Michael Dappa, Seun Ajayi, Akah Nnani as well as Adebowale ‘Debo’ Adedayo, aka Mr. Macaroni,” Iren stated.

    Iren also highlighted the innovation behind their virtual cinema platform, aimed at reshaping Nollywood’s distribution landscape. “We cannot continue to wait for permission to tell our stories… The virtual cinema platform is one of such, as it enables us to reach the consumer directly,” she said, underscoring her belief in the future of accessible, independent Nollywood distribution.