Unilever’s AI Tool Gives Closeup Brand a Marketing Boost

Unilever has made several investments in AI-enabled marketing over the past year, and it is now reaping the benefits with the launch of Closeup’s White Now whitening toothpaste. 

The company used its SuperShoots rapid production model earlier this year, enabled by artificial intelligence, to produce the campaign’s 100-plus assets in just three days.

“Speed was critical for us as we were targeting Gen Z, who consume content rapidly and expect brands to keep up,” said Gem Laforteza, global brand director of Closeup, in a statement.

Also: How Unilever is using AI to drive consumer insights

Unilever said the technology not only aided in timeliness but also helped meet specific touchpoints, from social to point-of-sale, through content that was primed to make an impact across a variety of channels and markets. 

For example, it allowed Unilever to scale across international markets, duplicating and optimizing assets for use in marketing within its India, Indonesia, Vietnam and Philippines businesses while maintaining momentum and consistency.