Excel positions gum as a personal ritual in "Chew Good” platform
Excel Gum’s new brand platform reimagines the brand as a personal ritual.
“Chew Good” centres the gum brand as a “me-moment” companion.
The platform is amplified by visuals, social content and immersive pop-ups.
This summer, “Chewtopia” experiences at the RBC Amphitheatre in Toronto and at Osheaga brought the platform to life with guided meditations (“Chewtations”). Visitors could also capture and share their own “Chew Good” moments using branded effects.
Excel will bring the experience to select Canadian college and university campuses this fall.
"Mars has given fans a century of fresh breath, and while that's still huge, this category has so much more potential," said Claudine Whiteley, head of brand and portfolio - Gum & Mints at Mars Canada, in a press release. "Gum has long been seen as a way to project confidence outwardly, but many people now embrace it as a personal ritual.”
The new brand platform comes a year after Excel’s identity refresh and as the brand celebrates its 35th anniversary.
