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Unilever Thai Enters 10 Million Baht Film Sponsorship Deal.
Byline: Bamrung Amnatcharoenrit
Sep. 2--Unilever Thai Trading Co has adopted the novel strategy of sponsoring a movie in an effort to revive sales of its Closeup toothpaste, which has been losing ground to rival brands.
The market share of Closeup peaked at 20 percent in 1997 before rival brands started to make major inroads.
The toothpaste market is worth five billion baht a year and the figure is projected to grow 10 percent this year.
Closeup ranks third in the toothpaste stakes with a 13 percent market share, behind Colgate, the market leader with 33 percent, followed by Darlie with 18 percent.
The fall in Closeup's market ...
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