ISSUE:
Coyne PR was challenged to breathe new life into Close-Up Toothpaste, the first oral care product to combine mouthwash and toothpaste in one. The goal was to make Close-Up synonymous with “kissing.”

IDEA:
The beauty team launched the Close-Up Toothpaste “Kiss & Tell” campaign, designed to create a media blitz surrounding the kiss-friendly holiday Valentine’s Day. They conducted a lighthearted national survey all about kissing and strategically chose the author of “The Art of Kissing” to help release results and product messages, keeping the products as “hero” in all media outreach. Coyne PR also negotiated for Close-Up to sponsor a nationwide college tour utilizing a kissing expert to encourage students to pucker up and use Close-Up product.

IMPACT:
The campaign definitely spread the word nationwide with coverage in media outlets from coast to coast. Efforts were seen and heard by more than 70 million consumers and nationally broadcast on the “CBS Early Show.” Additionally, college audiences learned about (and experienced!) the kiss-worthy results of Close-Up during “kissing” lectures and sampling events.