SCOPE
GUM® wanted to spotlight its SensiVital® range—toothpaste, mouthwash, and toothbrush—as the complete daily solution for people struggling with tooth sensitivity. The goal was to show how sensitivity affects everyday moments and how GUM® SensiVital® can provide both instant relief and long-term protection. Summercliff was tasked with designing an influencer-led campaign that would make dental care feel personal, relatable, and essential.
STRATEGY
We partnered with Alkis Christou, a creator with a lifestyle-driven and authentic voice. By connecting the product benefits to small, relatable moments—like enjoying cold drinks, ice cream, or coffee—the campaign emphasized how SensiVital® helps people live freely without discomfort. The focus was on everyday empowerment rather than just clinical claims.
IMPLEMENTATION
Alkis produced an engaging reel integrating SensiVital® toothpaste, mouthwash, and toothbrush into his daily routine.
The narrative highlighted how sensitivity can interrupt life’s simple pleasures, and how SensiVital® restores comfort.
Key product benefits (instant relief, enamel protection, alcohol-free freshness, gentle design) were naturally communicated.
The content remained authentic and lifestyle-oriented, with products clearly visible throughout.
Call to Action: Audiences were directed to pharmacies across Cyprus or online via evzeen.com to purchase the offer pack.
RESULTS
High Engagement – Audiences connected with Alkis’ natural storytelling and the relatable theme of dental sensitivity.
Strong Product Awareness – The visibility of the full SensiVital® pack reinforced it as a complete solution.
Consumer Trust – Alkis’ authentic integration built credibility for the brand.
Conversion Potential – Clear links and strong lifestyle positioning drove purchase intent both in-store and online.
By turning a common dental issue into a relatable lifestyle story, GUM® SensiVital® and Alkis Christou showed how simple, daily care can unlock everyday comfort and confidence.
