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Excel Gum creates ASMR content for students

Brand rolls out relaxing content across YouTube, TikTok and Spotify
excel study beats asmr

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."

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