SCOPE
GUM® wanted to raise awareness of its SensiVital® range of toothpaste, mouthwash, and toothbrush, positioning it as the go-to solution for people with sensitive teeth. The objective was to demonstrate how tooth sensitivity can disrupt life’s simplest pleasures, while highlighting SensiVitall® as the line that provides immediate relief and long-term protection. Summercliff was tasked with creating an influencer activation that was relatable, lifestyle-driven, and educational.
STRATEGY
We partnered with Athanasia K., a creator whose approachable style and engaging content made her an ideal match. The concept leaned on real-life moments—like drinking cold water or enjoying ice cream—that often trigger sensitivity. The strategy was to present SensiVital® as the confidence booster that allows people to fully enjoy these moments without discomfort.
IMPLEMENTATION
Athanasia created a lifestyle-focused reel with a fun “fit check” twist:
Cold water ✔
Sensitive teeth? ❌ thanks to GUM® SensiVital ✔
The content highlighted all three products in the range, emphasizing:
Clinically proven relief for sensitivity.
Enamel strengthening and long-term protection.
Alcohol-free freshness and a gentle toothbrush for daily care.
The caption reinforced the message, framing the range as must-haves for anyone who loves refreshing experiences without pain.
Call to Action: Followers were directed to buy the full SensiVital® pack at pharmacies across Cyprus or online via evzeen.com.
RESULTS
High Engagement – The playful “fit check” approach resonated with younger audiences and made the content shareable.
Product Awareness – Clearly positioned SensiVital® as a complete daily solution for sensitive teeth.
Lifestyle Relevance – Connected oral care to everyday pleasures, making the brand relatable and practical.
Conversion Focused – Direct purchase instructions drove awareness to both pharmacies and the online shop.
By transforming a dental challenge into a lifestyle confidence story, GUM® SensiVital® and Athanasia K. made oral care feel approachable, empowering, and essential.
