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GUM

Healthier Gums, Healthier You
Truth

Less than one-third of Canadians floss daily, unaware of its true importance. While marketed for a beautiful smile, this simple habit does far more—it protects your entire body. That forgotten string isn't just cleaning teeth, it's a shield for your overall health. The dental industry's focus on aesthetics has hidden flossing's most vital benefit: whole-body wellness.

Made

“Healthier Gums, Healthier You” was a national awareness campaign positioning flossing as essential to whole-body health. Entirely produced in-house, this fully integrated strategy, including retail activation, event presence and influencer engagement, was designed to shift consumer perception and drive daily flossing habits.

Remarkable

Since launching the Healthier Gums, Healthier You campaign, we've helped GUM capture an additional 2.5 points in category market share (as the category leader), reversing the prior declining trend. Household penetration increased for the first time in four years, attributed to the success of our paid media, social platforms, PR tours and influencer tactics exceeding all expectations. This campaign received global recognition at the annual Sunstar Global Awards in Japan.

Winner of top campaign in Sunstar's global network.
A GUM flosser where the floss forms a reading from an electrocardiogram machine, and a package of GUM flossers against a green background. A headline says, “Healthier gums, healthier heart.”
A father and son flossing their teeth in a bathroom with a dental floss graphic flowing around them.
A woman smiling in a bathroom with a dental floss graphic flowing around her.
A pack of GUM dental floss with the floss coming out and forming an image of a brain. A headline says, “Healthier gums, healthier brain.”

All  Work

All  Work

Next

RISE:360

STRATEGY | CGI | ACTIVATION | DESIGN | MEDIA | INFLUENCER | PR | TRADE SHOW | MEDIA

A sign on a grocery store shelf showing a GUM flosser where the floss forms a reading from an electrocardiogram machine. A headline on the sign says, “Healthier gums, healthier heart. Flossing does more than you think.”
A GUM branded tradeshow booth design.
+2.5pt

Category Market Share Growth in 52 Weeks

3.87%

Increase in Household Penetration

A pack of GUM dental floss with the floss coming out and forming the word “you” to complete the headline, “Healthier gums, healthier you.”

RISE:360

STRATEGY | CGI | ACTIVATION | DESIGN | MEDIA | INFLUENCER | PR | TRADE SHOW | MEDIA

A pack of GUM dental floss with the floss coming out and forming the word “you” to complete the headline, “Healthier gums, he
+2.5pt

Category Market Share Growth in 52 Weeks

3.87%

Increase in Household Penetration

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