Excel Gum is rolling out ASMR content on YouTube, TikTok and Spotify for stressed-out students.
The Mars-owned brand is partnering with three ASMR creators – @asmrjas, @mashakatasonov and @kawaiimlln – who will create “Excel Study Beats” content and host live study sessions on TikTok.
ASMR (Autonomous Sensory Meridian Response) is the relaxing sensation some people get in response to a specific gentle stimulus, often a particular sound – such as chewing gum.
For every stream on Excel’s Spotify page, Mars will donate $1 (up to $25,000) to Food Banks Canada.
"At Excel Gum, we understand that studying can be a pivotal daily challenge for many," said Barbara Cooper, marketing director, Mars Wrigley Canada, in a statement. "Excel Study Beats is the way we're trying to help, infusing the calming world of ASMR with the experience of enjoying our gum. This initiative is about providing students with a supportive ambiance, allowing them to embrace their study time in a more relaxed state. It's about creating a personal study rhythm in the midst of study pressures, and empowering students to feel confident as they navigate their paths to academic success."