Gem isn’t like other oral care brands. They don’t cut sustainability corners or sacrifice health standards for profit margins. Instead, they focus on all-natural formulas to develop self-care products free from the bad stuff and kick toxic to the curb.
So, when Gem decided to break into an exclusive market and reach a target audience, it was only fitting that they select a marketing solution that holds itself to the same standards of innovation and excellence: Brandcrush.
Gem wanted to reach Australians equally concerned with beauty, self-care and sustainability to trial their premium natural toothpaste, specially formulated to lighten teeth gently without artificial flavours or parabens. Through Brandcrush, they connected with the City of Melbourne, collaborating on a Goody Bag activation at the iconic Melbourne Fashion Week.
The campaign saw over 3,000 Gem products placed in attendee gift bags, creating organic engagement with thousands of chic Melburnians. Gem reached their target audience affordably and effectively and gained legitimacy through exposure at an esteemed event.
Plus, the City of Melbourne delighted Melbourne Fashion Week visitors with coveted Gem products that are fun, functional and, most importantly, good for the user and the environment.
For Gem, the catwalk was a cakewalk — they stole the show.
