SCOPE
GUM® wanted to highlight the Paroex® full pack—toothpaste, mouthwash, and toothbrush—as the go-to daily care for gum health. The goal: show how easy prevention can be when products are seamlessly integrated into everyday routines, whether at home or on the go. Summercliff was tasked with creating an authentic influencer-led campaign that merged lifestyle, travel, and oral care into one relatable story.
STRATEGY
We partnered with Andreas Constantinou (The Islander’s Stories), whose adventurous lifestyle blends travel, food, and photography. Instead of a clinical message, we focused on personal storytelling—connecting gum protection to a life full of flavours and exploration. This approach created a human, relatable entry point into a category often seen as purely functional.
IMPLEMENTATION
Andreas created an engaging reel, weaving in his travels and food experiences with the benefits of GUM® Paroex®.
Key product benefits (gingivitis prevention, plaque control, alcohol-free freshness) were naturally embedded in the narrative.
The full pack (toothpaste, mouthwash, toothbrush) was clearly visible, ensuring strong brand presence.
Call to Action: Followers were encouraged to purchase at pharmacies across Cyprus or online via evzeen.com.
RESULTS
High Relatability – Followers connected oral care with real lifestyle needs, not just hygiene.
Strong Product Awareness – The visibility of all three products reinforced GUM® Paroex® as a complete solution.
Increased Online Traffic – The link drove conversions directly to evzeen.com.
Lifestyle Positioning – Elevated oral care from “daily chore” to a travel-ready ritual for healthy smiles.
By tying gum protection to everyday adventures, GUM® Paroex® became more than just a product—it became part of the journey.
