Pick'em makes flavoured toothpicks — a viral Berlin startup that turned an unexpected oral care product into a TikTok phenomenon with 250 million views.
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See all ads on AdLibrary →Pick'em is a Berlin startup founded by Joel Enayat, Maximilian Schröpfer and Niklas Terrahe offering flavoured toothpicks as a lifestyle alternative to chewing gum. The brand went viral on TikTok with 250M+ organic views, secured a deal on Die Höhle der Löwen and gained attention from celebrities including Macklemore and KSI. Available at dm, Rossmann and online. Also searched as Pick'em.
Pick'em's growth was primarily organic — 250M+ TikTok views generated an audience that paid acquisition only needed to convert. The brand's strategy post-Höhle der Löwen shifts toward paid amplification of organic viral content, particularly celebrity endorsement clips, combined with retail listing announcements at dm and Rossmann. The novelty of flavoured toothpicks drives inherent shareability. Browse Pick'em's ads on AdLibrary.
TikTok is Pick'em's primary organic channel, but Facebook and Instagram ads are used to retarget TikTok-driven site visitors and convert awareness into purchase. UGC-style creative showing reaction videos and 'first try' taste tests performs strongly in paid social. The brand's retail expansion to dm and Rossmann is supported by location-based Instagram ads directing consumers to nearby stores.
Core copy themes: (1) The unexpected hook — 'toothpicks with flavour, what?'. (2) Lifestyle alternative to chewing gum — cleaner, longer-lasting, social. (3) Celebrity and influencer social proof. (4) Flavour variety — six options including mango, watermelon and cola. (5) 'As seen on Die Höhle der Löwen' credibility signal.
Pick'em is a masterclass in product-led virality. The brand had no marketing budget — the product itself was the advertising vehicle because its novelty compelled organic sharing. The key lesson: for challenger consumer brands, investing in product differentiation that is inherently demonstrable (toothpicks you can taste) generates more media value than equivalent paid spend. TV appearances like Höhle der Löwen then provide a credibility bridge to retail distribution.
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