Excel is offering sensory relief to students by way of a popular stress reliever, ASMR, and linking itself to different usage occasions too.

The Mars Wrigley gum is tapping the burgeoning popularity of “autonomous sensory meridian response” or ASMR – those tingling sensations created through tapping or whispering close to a mic – with a Spotify exclusive, the brand’s first gum-chewing ASMR album. These include tracks like “Pack Popping” and “Chewing,” which are meant to trigger spine-tingling reactions.

Mars Wrigley Canada marketing director Barbara Cooper says that as a category leader, the Excel brand wants to ensure it’s creating additional reasons for consumers to chew gum.

“We’re actively evolving the brand’s messaging to engage different audiences and tap into culturally relevant moments that makes sense for Excel Gum and our consumers, like exam season for post-secondary students,” Cooper says. “By integrating these elements with our product we are able to offer a unique way to relax and focus during study sessions.”

Cooper tells strategy the campaign, “Excel Study Beats” is informed by research that this demographic highly values relaxation methods like ASMR, citing a 2022 Ipsos survey by YouTube revealing that 83% of Gen Z engage with soothing content on the platform, with ASMR videos being one of the most-watched formats.

The “Excel Study Beats” campaign also builds on the traditional benefit of breath freshening, an oft-referenced category functional benefit – but also embraces the varied reasons people chew gum, Cooper says.

Launching today in collaboration with three prominent ASMR creators, the campaign includes engaging social ads across Snapchat, Spotify, Facebook and Instagram, and audio spots that will be featured in podcasts popular with Gen Z post-secondary audiences, highlighting the calming sounds.

The brand is also activating at select Canadian universities, stationed outside libraries, from Nov. 28 to 30, distributing Excel Gum packs with QR codes. The codes drive students to its Spotify page and provide more info about Food Banks Canada, with which the CPG has a longstanding partnership. The non-profit will be the recipient of $1.00 per stream, up to $25,000.00 to further support student well-being and broader community needs.

Cooper attributes Excel’s success to a consistent innovation pipeline and effective marketing, and to adapting its tactics over the last decade with a focus on creative campaigns and product developments that align with consumers’ lifestyles.

The brand’s AORs managed the campaign, with Middle Child leading creative, production, PR and influencers, media by Essence, and experiential marketing managed by Mosaic.

The ad spend for the campaign is on track with past Mars Canada campaigns.

Mars Wrigley is not the only confectionery to connect itself to the ASMR phenomenon. Hershey’s Reese The Movie: A Movie About Reese deployed exaggerated crinkle and crunch sounds in a mock movie trailer for peanut butter cups.