Close Up "The Big Vote"

Building on its leading position in the toothpaste market and after the launch of three new fresh flavours, consumers are in the final stages of having their say in which the winning flavour (Chocoloco, Tangerine or Lychee) becomes a permanent fixture in the Close Up range. The winning variant will be elected and announced at Al-Shallal theme park in Jeddah on the 14th of September 2006.

With more than 1500 displays across the GCC, the Close Up "Big Vote" campaign continues to trigger massive excitement by engaging and encouraging the target audience through the legendary initiative, and as a "thank you" to voters Close Up didn't forget to produce exciting giveaways, including; branded key chains, caps, shirts, and badges, on each purchase.

When commenting on flavours, during summer period, consumers' feedback included "Tastes good, unusual, good idea, refreshing and unconventional."

The campaign kicked off its second stage by voting for the new variant with consumers selecting one of Chocoloco, Tangerine or Lychee flavours. And the voting produced firm opinions among consumers as to the eventual winner. While the process of sorting votes and compiling data is ongoing from in-store voting booths placed in mega malls hypermarket & supermarkets in all GCC markets, via advertising, SMS messages campaigns and point of voting flyers and coupons and through the internet (www.closeupvote.com).

"The voting process is booming, huge of take of the product which generated lots of trial that leveraged the vote," said Ahmad Osilan, Close Up brand manager for the GCC. "Tens of thousands feedbacks and interaction with consumers in all GCC markets is showing tremendous excitement and support on the part of the target audience. They are loyal consumers who made up their mind to elect their favourite candidate and keep track of their choice till the end of the "Big Vote" campaign."

"I would like to thank every one that made this legendary voting campaign a success story by participating and voting" Ahmed Osilan said "and would like to announce that Close Up will celebrate the winning variant in a constitutional election at Al-Shallal theme park in Jeddah on the 14th of September 2006 at 8:30 pm where the final voting is counted and audience will have a chance to receive valuable prizes."