The Gum Fairy

Saving America’s teeth and introducing new audiences to Parodontax

Client: Parodontax (Haleon)

Role: Creative Strategist, Writer

Haleon needed fame for Parodontax toothpaste. Popular in the UK but commanding a small share in the US, Haleon were seeking to drive brand awareness among the “gum attentive”–millennials and Gen Z professionals who are more engaged with their oral health, or who may suffer from gum disease. They needed to find a culturally relevant way to connect with these key demographics and educate them about the importance of gum health to overall oral health.

But when it comes to oral health, teeth get all the glory. Could personifying this dynamic be a unique storytelling opportunity? Is there a platform-native way to shed light on gum health as an underappreciated component of oral health?

Enter the Gum Fairy–she’s Kourtney to the Tooth Fairy’s Kim, and on a mission to save America’s teeth. But not with magic, with the gum expertise of Parodontax. 

As more and more people come to short-form video platforms like Reels to learn about personal health, there was an opportunity to use lo-fi storytelling themes like GRWM, personal care routines, and Reelsy comedic sketches to focus on a key moment in the gum-attentive journey: bloody spit in the sink.

Bathroom Interventions

I wrote a series of Reels-native scenes in which the Gum Fairy, conjured by bloody spit in the sink, intervened and educated our key demographics about gum health and Parodontax.

Brand Lift

We saw immediate impact in brand lift and ad recall, with strong immediate engagement, proving that the content was resonating with our intended audiences and were driving awareness in our target region.