Podcast Summary: Digital Social Hour – "How I Sold Out My Gum on TikTok Without Ads | Nathan & Sons DSH #765"

Release Date: September 28, 2024

Host: Sean Kelly
Guest: Nathan from Underbrush Gum

1. Introduction

In this episode of Digital Social Hour, host Sean Kelly interviews Nathan, the innovative entrepreneur behind Underbrush Gum. Nathan shares his journey of disrupting the traditional gum industry by leveraging TikTok's organic reach to achieve impressive sales without significant ad expenditure.

2. Nathan’s Journey and Motivation

Nathan begins by explaining his motivation to enter the gum industry, which he describes as "pretty competitive" (02:27). His journey started with a personal revelation after experiencing a severe toothache, leading him to reevaluate his oral care routine. This introspection propelled him into researching natural oral care solutions, ultimately inspiring the creation of a gum that not only freshens breath but also promotes dental health.

Quote:
"I had a really bad toothache one day that took me forever to actually go in and get it fixed. And I was like, oh, my God, I gotta do something else."
— Nathan (02:22)

3. Product Differentiation: Natural Ingredients Over Synthetic

Nathan emphasizes that Underbrush Gum distinguishes itself from conventional gums by using an all-natural gum base, avoiding synthetic ingredients commonly found in other brands. He details the composition of his gum base, which includes spruce, chicle (often corrected to chicle), mastic gum, and Arabic gum.

Quote:
"Most gums use a synthetic ingredient called gum base, which is just more or less plastic and rubber. Underbrush Gum uses all natural gum base."
— Nathan (01:12)

This natural formulation not only provides a superior texture but also offers dental benefits by remineralizing teeth during chewing, a feature he notes is absent in typical xylitol-based gums.

Quote:
"It remineralizes your teeth while you chew it."
— Nathan (01:43)

4. Oral Health Benefits and Industry Insights

The discussion delves into the shortcomings of conventional gums, particularly those containing xylitol. While xylitol is recommended by dentists for its bacterial growth inhibition properties, Nathan explains that it lacks remineralization capabilities.

Quote:
"Xylitol itself just isn't good enough. It doesn't have any remineralization properties."
— Nathan (03:30)

Nathan also touches on historical perspectives, noting that pre-modern diets low in processed sugars resulted in fewer dental issues, attributing this to natural practices like chewing tree saps.

Quote:
"A lot of these mouths have full sets of teeth and beautiful teeth. It wasn't until we started eating breads and sugars that cavities became a thing."
— Nathan (05:04)

5. Leveraging TikTok for Marketing Success

A significant portion of the conversation centers on Nathan's unconventional marketing strategy. Without substantial investment in traditional advertising, Nathan utilized TikTok's platform to showcase his product. His initial experiments with minimal spending led to viral success, with his first video garnering 600,000 views and subsequent videos reaching up to 19 million views.

Quote:
"TikTok is a beautiful discovery platform. As long as you have an idea of how content works, you can post one video and make a life-changing move."
— Nathan (16:05)

The viral nature of his TikTok content played a pivotal role in underbrush.com selling out swiftly, highlighting the platform's potential for new businesses to achieve rapid exposure.

6. Production Process: Handcrafted Quality

Nathan describes the meticulous process of crafting Underbrush Gum, primarily done by hand to maintain quality and consistency. Initially a labor-intensive process, he has since invested in a Z blade mixer to streamline production while retaining the artisanal touch.

Quote:
"Making it by hand in the video, I have just like a pot, and I'm just whipping it around. It takes an hour or so of sitting there, just mixing."
— Nathan (18:19)

He also mentions collaborating with chefs to perfect the flavor profile, ensuring that each batch meets his quality standards.

7. Innovative Packaging and Design

Nathan took a unique approach to packaging, aiming for functionality and aesthetic appeal. The gum comes in a dual-compartment pack that allows for side dispensing—a feature not commonly seen in the industry.

Quote:
"I really wanted a side dispensing feature, and I wanted the packaging to look way different than any other gum packaging out there."
— Nathan (28:32)

This design not only differentiates Underbrush Gum on the shelves but also enhances user experience, making the product stand out in a saturated market.

8. Challenges with Retail Expansion

While online sales through TikTok have been phenomenal, Nathan expresses reservations about expanding into retail. He highlights the logistical complexities, such as maintaining stock levels and adhering to stringent retailer requirements, which deter him from pursuing brick-and-mortar sales at this stage.

Quote:
"Retail is tricky too, because you've got to front the product. And packaging is a lot when you're dealing with tens of thousands of units."
— Nathan (28:15)

He prefers to focus on building his online presence before considering retail partnerships, ensuring he can meet demand without compromising quality.

9. Addressing Common Gum Industry Criticisms

Nathan does not shy away from critiquing the traditional gum industry, particularly the use of synthetic ingredients and microplastics. He raises awareness about the environmental impact of discarded gums and the potential health risks associated with synthetic additives.

Quote:
"People are literally chewing plastic. And most people don't even know."
— Nathan (23:45)

By highlighting these issues, Nathan positions Underbrush Gum as a responsible and health-conscious alternative to mainstream options.

10. Future Directions and Closing Thoughts

Looking ahead, Nathan aims to scale his business while maintaining the integrity and quality of his product. Although retail expansion isn't his immediate goal, he remains open to future possibilities as his production capabilities grow.

In wrapping up, Sean and Nathan briefly discuss broader topics like holistic dentistry, microplastics, and even touch upon societal issues such as vaccination and product transparency. However, the core focus remains on Nathan's entrepreneurial journey and the innovative approach behind Underbrush Gum.

Quote:
"We're gonna do that this year, I think."
— Nathan (19:51)

Nathan's story is a testament to the power of authentic marketing and a commitment to quality, offering valuable insights for aspiring entrepreneurs in the consumer goods sector.

Where to Find Underbrush Gum:

• Website: underbrush.com
• TikTok: Nathan & Sons
• Instagram: Nathan & Sons

Note: Timestamps correlate with relevant sections from the transcript to provide context to quotes and discussions.