Mars Canada is launching Excel’s first brand innovation in nearly a decade, introducing a new gum flavour targeted for younger customers during the summer.
Excel Refreshers, are the brand’s newest effort, available in strawberry, blueberry and tropical flavours, as well as in a soft-chew format. The product is the brand’s first fruit-flavoured offering. Mars Canada marketing director Patrick Zeng tells strategy that its introduction is in response to growing consumer demand for innovative and refreshing gum options from Excel’s audience.
Brand studies have found that consumers had a strong preference for fruity flavours, with strawberry being the favourite among Millennials and Gen Z. The new soft chew format, which is different from the current formats of pellets and sticks, also responds to the growing demand for new refreshing textures and flavours.
“By introducing Excel Refreshers, we are not only responding to the growing consumer demand for innovative and refreshing gum options, but also reflecting our consumer obsession and insights in our creative brand campaigns,” Zeng tells strategy. “This product launch is a direct reflection of our efforts to remain an integral part of the cultural zeitgeist, and meet the evolving tastes and preferences of our audience.”
The team also thought now was a good time to renew its Excel brand, as the chewing gum category has experienced a remarkable resurgence despite a more challenging period for the industry during the COVID-19 pandemic.
Mars is supporting Excel Refreshers’ launch with a campaign that revolves around the theme of refreshing experiences and trust, which is in line with the brand’s core positioning. The campaign will be promoted through immersive experiences at major music festivals such as Osheaga and Veld, as well as select concerts at the Budweiser Stage in Toronto. Excel will offer shaded seating areas, misting stations and photo-worthy moments at the events (pictured below).
“These immersive launch activities are designed to resonate with our target audience’s desire for unique and engaging experiences,” says Zeng.
Mars has also launched a national media campaign highlighting each of the flavours, and has partnered with influencers, who will attend the music festivals representing Excel Refreshers. They will also share details about the activation and product launch on their social media platforms.
Middle Child handles PR and XM on the new campaign, EssenceMediaCom is in charge of media and sponsorships and The Mars Agency manages in-store promotions.
Zeng says Mars has already turned to music to showcase Excel as a brand committed to self-expression, and the results have been positive. In 2023, it launched a campaign focused on a Spotify playlist, which included sounds such as a person chewing gum or popping blister packs of gum. The idea behind the soothing sounds was to produce an autonomous sensory meridian response (ASMR) in its younger audience and transform their studio sessions into moments of tranquility.
“We saw an excellent opportunity to build on that foundation… Music festivals, as the zenith of cultural self-expression and fun, provide a perfect backdrop for our new product launch” Zeng says.
“This campaign leverages the cultural touchpoint of music to organically pair our brand’s established identity with the innovative and exciting new offering of Excel Refreshers,” he adds. “By doing so, we continue to reinforce our brand’s commitment to providing refreshing moments while evolving to meet contemporary consumer preferences.”
