Mastika is for gold diggers. The ad is clear and the instagram caption is clearer "we ain't saying she a gold digger", an obvious reference to the Kanye West (feat. Jamie Foxx) song. Naturally, the ad knows who it is talking to - people who either know the song or who do not but understand "gold diggers" literally as someone who digs/likes gold (the gum is after all the first uncoated, sugar free and aspartame free mastic flavored chewing gum in the MENA region and thus in the world). My small issue is that the layout makes it look like a an expensive scented candle (notice the light in the shape of a flame?), with a small adjustment, this could be it.