How this gum brand did $1M with 3 Tik Toks

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So a few weeks ago - the homie Brian Blum introduced me to a gum brand that drove $1M in revenue from 3 TikTok vids. He broke it down on the pod and we’re distilling the strategy here.

And as always, thank you to our partners Taboola and Creative OS.

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Imagine 10.6M views on your first TikTok video.

The entire stock sold out after just 8 posts.

That’s what Underbrush Gum did.

$1M in sales with only 3 videos.

My boy Brian Blum put together a 10/10 deep dive on how they created this viral success.

You can catch the full breakdown in the episode here.

So here’s how they did it.

Have A POV By Picking An Enemy

Underbrush Gum's enemy:

Big gum brands.

Particularly the mysterious "gum base” of most store-bought gum.

So they asked, “do you know what’s actually in your gum?”

The answer: it’s a lot worse than you thought.

"I was disgusted when I found out what's in store-bought gum, and I'm not just talking about the aspartame or the artificial flavors."

And they spent the first half of their video exposing the dark side of the gum industry without even mentioning their brand or product.

Because the second people feel like they're being sold to, they swipe away.

Hook and Re-Hook

From the very first second, they use visual and audio hooks:

• Dough pounding onto the table

• Strange-looking objects and substances

• Constant movement

And the text hook is relatable followed by something that leaves you wanting more.

"I thought that avoiding contaminated water and heavily processed food was enough. Turns out, chewing store-bought gum is the unhealthy thing for me."

Then he pairs it with a video of him whipping up gum in his lab.

The ASMR sounds and different gadgets pique curiosity.

It gives you multiple things to focus on.

By providing multiple points of interest, they keep viewers glued to the screen.

Objections Are Content Opportunities

Underbrush Gum turned objections into content opportunities.

At $18 per pack, Underbrush is undeniably pricey.

Plus, with all those natural ingredients, some viewers wondered if the gum would even taste good.

So they created videos targeting each concern:

• High price

• Big gum as the enemy

• Taste

By directly tackling these objections, Underbrush not only provided clarity and value to potential customers but also created more engaging content.

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