The account covers Africa and Latin America, as well as Asia. Lowe is to start work on a new campaign for Close-Up, positioned as a younger, trendier brand, while Pepsodent is geared more towards families.
It is not known how closely Lowe will be involved in working on complementary brand strategies.
The main rival in Asia for both Close-Up and Pepsodent is Colgate, which has been developed as a brand with broad appeal among all demographics. Close-Up is available in Asia in the Philippines, Thailand and Vietnam, as well as India, Pakistan and Bangladesh.
Unilever appoints Lowe on Close-Up
Unilever has handed stewardship of its toothpaste brand Close-Up to Lowe, which already handles sister brand Pepsodent in the region. Lowe won the Close-Up brief after a two-way shoot-out in London against incumbent JWT.
