Coyne to breathe new life into Close-Up Toothpaste

LOS ANGELES: New Jersey-based Coyne PR has won the opportunity to help revive the Close-Up Toothpaste brand, an account valued in the five to low-six figures.

LOS ANGELES: New Jersey-based Coyne PR has won the opportunity to help revive the Close-Up Toothpaste brand, an account valued in the five to low-six figures.

Close-Up is one of the brands belonging to household and personal-care product manufacturer Church & Dwight (C&D). The business was won after a competitive pitch between Coyne and one other agency, said Kim McGough, C&D senior manager of marketing services. She declined to name the other agency.

Both agencies had worked for the corporation in the past on other brands before being invited to pitch for Close-Up.

"I kind of knew Coyne would be right for this business because they are a very passionate, high-energy creative team," said McGough. Senior product manager Roy Malone added that the goal of the campaign was to create an integrated effort to revitalize an aging icon.

"This brand has been neglected for the last 10 years," he said. "The current Close-Up consumer is married with children today, but began using this brand 20 or 30 years ago and never stopped."

Coyne will begin the work with a St. Valentine's Day campaign called "Kiss & Tell," which will feature a survey on "American kissing customs," said Coyne's Deborah Sergio. "They really want to capitalize on their heritage," she said.

Coyne will focus its efforts on media relations, but the "Kiss & Tell" campaign will be backed with integrated events, promotions, and advertising.

Other Coyne PR clients include Arm & Hammer, Campbell Soup Co., DYMO, eLuxury, and the Hard Rock Cafe.

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