The Campaign

G·U·M PLAY changes toothbrushing, the everyday routine every since our first teeth came in, into a fun and effective experience.

Creative Execution

In October 2015, SUNSTAR revealed the G·U·M PLAY prototype and announced that the product would go on sale in 2016 Spring. On 11th April 2016, SUNSTAR held a press conference and introduced G·U·M PLAY device and features of the smartphone apps. As scheduled, G·U·M PLAY hit the market in Japan in Spring 2016. On 18th April 2016, the product became available for purchase online and also at TSUTAYA ELECTRONICS in Futakotamagawa, Tokyo. The device is sold for ¥5,000 (approx £32), with silicon covers in 5 color variations (¥500 each) for you to dress up your own G·U·M PLAY just the way you like.

SUNSTAR and PARTY invested over two years time to overcome the many difficulties in turning a prototype into an actual consumer product. G·U·M PLAY eventually hit the market in Japan on 18th April 2016. After the press conference held on 11th April, G·U·M PLAY was featured on over 150 news websites and TV news, domestic and international. G·U·M PLAY was also selected by the Webby Awards as nominee in the top five for "Mobile Sites & Apps: Connected Products & Wearables."

To use G·U·M PLAY, simply attach the device to your toothbrush, install the apps on your smartphone, and brush your teeth as usual. One device may be shared by one family. When not in use, the device also functions as a toothbrush stand. G·U·M PLAY comes in three apps; MOUTH MONSTER, MOUTH BAND and MOUTH NEWS. With the app MOUTH MONSTER, kids can brush the whole mouth effectively by chasing after monsters based on oral bacteria. For grown-ups, G·U·M PLAY offers MOUTH BAND, a music app that changes brushing into playing instruments. MOUTH NEWS plays three minutes of audio news to you as you brush. You can also save news of interest for reading later. While you are having fun, the apps are hard at work analyzing your brushing data to navigate you closer to an oral hygienist’s brushing. Everything is logged, so you can check the scoring of your brushing.