Pusta Ut

Gumpearl is a Swedish oral care company developing toothpaste and mouthwash tablets as sustainable alternatives to traditional oral care products. The company offers plastic-free packaging, vegan formulas, and products developed together with dental professionals.

Gumpearl operates in a low-interest category shaped by traditional oral care brands and clinical, function-first communication. Consumers rarely think about oral care beyond routine, and even more rarely look for new alternatives. For a smaller brand, that makes attention hard to earn. But through research, interviews, and surveys, we found something more emotionally charged beneath the surface: people may not care much about the products themselves, but they care deeply about feeling fresh, comfortable, and confident around others. Fresh breath is not just a hygiene benefit. It is a social feeling. A small detail that changes how people show up in everyday moments.

This insight led to repositioning Gumpearl’s mouthwash tablets as an on-the-go solution for fresh breath and confidence in everyday moments. We developed the communication strategy and launch concept “Pusta ut” (“Breathe out”), built around the feeling of relief that comes from knowing you have fresh breath for every social interaction, from dates and meetings to commuting and spontaneous plans. The concept came to life through a new visual identity, colorful packaging design, OOH advertising, social media campaigns, PR activations, and strategic partnerships with brands and places already connected to life on the go, such as Pressbyrån and Lykke Nytorget. Instead of leaning on clinical oral care messaging, the communication used relatable moments, emotional triggers, and lifestyle-driven storytelling to position Gumpearl as a modern, culturally relevant, and accessible oral care brand.