Creating a magnetic e-commerce brand

Organic impressions

1B+

Satisfied customers

Scaled from 0 to 30,000+

Average rating

4.89

Overview

Greco Gum is testament to the power of bold positioning and effective use of social media.

I helped build an e-commerce brand that differentiated itself in spite of selling a commodity product. A year after launch, Greco Gum was already a six-figure business—with zero paid advertising.

By 2025, our customer base had grown to over 30,000 people. (More details—and updated visuals—coming soon.)

Greco Gum tin in blue and ochre, surrounded by mastic gum

Looped video showing the Greco Gum tin surrounded by mastic gum, twigs, and sparkling water

Social media posts for Greco Gum that say "Train everything, chew through anything"; "Normalize handsomeness"; and "The classical ideal. Sculpt it."

Blue and ochre Greco Gum tin with the lid open, revealing a thick layer of mastic gum

Text that says "Look better, breathe better, feel better."

Photo of someone grabbing a Greco Gum tin from the back pocket of their jeans