Tiêu đề CMO T&A 2025 | ROUND 1.2 | BRIEF 17.pdf ✅

Although CloseUp is a familiar brand, consumers tend to focus their attention on toothpaste, making the toothbrush often seen “the attachment”. As a result, the Precision Clean toothbrush line suffers from low awareness. Positioning as a bold, expressive toothbrush that empowers self-expression in every brush Closeup Precision Clean as a brand that helps Gen Z express their individuality through even the smallest everyday rituals to turn toothbrushing from a routine task into an act of self-expression. Market Audit Brand Audit Target Audience Strategic Direction Creative Brief Mannual toothbrushes still have rooms to grow. Competitors in the market focus mainly on oral cares and stories of “smile” Differentiate itself by unique design and the focus on the intimate moments and the confidence to express your true self Age: 15-30 years old Location: Urban areas Cannot balance between self- expression and social norms Use everyday products to show their identity I often struggle to balance self-expression with social stereotypes. But through everyday products, I can show who I really am. Therefore, I want my products to be bold and unique, reflecting my true self and helping me gradually build confidence in revealing my true identity. Young hearts who express their identity through everyday choices Choose a toothbrush that reflects who they are, not just for hygiene Brushing isn’t just cleaning. It’s self- expression. CloseUp Precision Clean empowers Gen Z to express identity through bold design and performance, turning a daily habit into a personal statement. Phase 1: Awareness - MUSIC VIDEO Phase 2: Engagement - Gamification UX Phase 3: Amplify - Brand Activation

(1) (1) Brands Vietnam. (2023). Consumer Insight #8: Oral Care – Cuộc chiến vì nụ cười Market Audit Brand Audit Target Audience Strategic Direction Creative Brief