Systema launches war against bacteria in new Gum Health Day campaign

This Gum Health Day, oral care brand Systema has unveiled a new campaign designed to urge audiences to prioritise gum care alongside their oral hygiene routine. 

As part of the campaign, Systema released a digital film, website quiz and put on a roadshow. The film employed a heroic drama trope, personifying gum tissues and bacteria in the mouth and illustrating how Systema's oral care products defend the gums against harmful bacteria. 

Additionally, the film underscored the symbiotic relationship between gums and teeth, emphasising the gum's role in supporting the tooth to maintain its health and appearance.

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In addition to the film, a website quiz was released to allow customers to find out more about their own gum health condition. A Gum Health Day roadshow will also be held where consumers can redeem a complimentary gum health check with a purchase of Systema's products. 

The campaign will run exclusively in Malaysia for two months and is a joint effort between Systema and Havas Malaysia. 

"Through innovative campaigns like this, we aim to not only transform perceptions but also instill a proactive approach towards gum care, ultimately fostering a healthier, happier Malaysia”, said Deenie Ong, head of marketing, oral care, Southern Lion.

"The oral care category is all about teeth, not gums. We needed an idea that breaks category norms in order to steal the limelight. Thus, with a bit of creativity and a whole lot of trust from the client, the campaign reshapes perceptions surrounding oral hygiene," said Donevan Chew, chief creative officer of Havas Malaysia.

For Gum Health Day last year, Systema released its #GumProud campaign, according to Sinar Daily. 

As part of the campaign, the oral care brand reportedly conducted several roadshows to educate consumers about the importance of good oral hygiene practices and the role that gum health plays in keeping their teeth and overall health for a quality life. 

Consumers could also visit Systema's website to conduct online gum assessments.

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