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 Despoina Demetriou, whose lifestyle blends travel, food, and photography. Instead of a clinical message, we focused on personal storytelling—connecting the importance of gum protection to an adventurous life full of flavours and experiences. This approach created a human, relatable entry point into a category often seen as purely functional.
IMPLEMENTATION
[Influencer Name] created an engaging reel, weaving in her love of travel and food 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.
