Closeup aims to enhance its market position in the Philippines by championing LGBTQ+ love and visibility, setting itself apart from competitors, particularly in a market led by a dominant player. The brand's collaboration with a top entertainment company during Pride Month is a strategic move to resonate with a progressive, younger audience, emphasizing inclusivity and authenticity. This initiative not only aligns Closeup with contemporary social values but also leverages its product's functional benefit—fresh breath—to bolster emotional connections and confidence among its consumers. By integrating fresh breath with the empowerment to express love freely, Closeup transcends traditional marketing, marrying product benefits with a powerful social message. This approach not only strengthens Closeup's relevance and appeal but also reinforces its commitment to promoting love for all, positioning the brand as both a market leader and a social advocate.

Closeup is positioning itself as a champion for inclusive love, especially among LGBTQ+ couples, with a clear message that all love deserves to be celebrated openly. By sponsoring "Sparks Camp," the first BL dating reality show on YouTube, Closeup integrates its brand directly into narratives that encourage vulnerability, personal expression, and deeper interpersonal connections. This partnership not only aligns with Closeup's ethos of promoting closeness without barriers but also amplifies its commitment to fostering a more inclusive society where everyone is free to love who they choose.

Closeup’s strategy focused on leveraging the entertainment space to build equity for its superior freshness benefit and romance. By partnering with YouTube, which has surpassed TV viewership in the Philippines, the brand is able to drive scale for its execution. Specifically selecting “Sparks Camp” a show that aligns with the brand’s values and encourages vulnerability, personal expression, and deeper interpersonal connections.

Closeup is positioning itself as a champion for inclusive love, especially among LGBTQ+ couples, with a clear message that all love deserves to be celebrated openly. By sponsoring "Sparks Camp," the first BL dating reality show on YouTube, Closeup integrates its brand directly into narratives that encourage vulnerability, personal expression, and deeper interpersonal connections. This partnership not only aligns with Closeup's ethos of promoting closeness without barriers but also amplifies its commitment to fostering a more inclusive society where everyone is free to love who they choose.

The integration of Closeup into the "Sparks Camp" reality show proved to be highly successful, achieving notable media and business outcomes. The campaign effectively reached 10 million Filipinos, with featured episodes and ads highlighting Closeup's AMA-Zinc fresh breath attracting 447,000 views. This exposure resulted in a significant increase in brand awareness, evidenced by a +9% absolute lift, +22% relative lift, and +15.7% headroom lift. Additionally, the view-through rates for Closeup's ads, particularly in roadblocks on ABS-CBN's YouTube Channel, outperformed benchmarks by 13 percentage points, further demonstrating the campaign's impact. The activation also contributed to the Closeup’s growth where it achieved the highest shares in 4 years, growing by 32% in sales and in shares by +126 bps.