Mars Canada has teamed up with Publicis Toronto on a new activation for Excel Gum as the brand marks its 35th anniversary and looks to connect with a younger audience and differentiate in the gum category. The “Chewtopia” activation rolled out earlier this month at RBC Amphitheatre and the Osheaga music festival, offering Gen Z attendees guided meditation sessions incorporating chewing gum, along with photo booth integrations. Publicis will extend the activation to select Canadian post-secondary campuses throughout the fall. The activation is part of Excel’s broader “Chew Good” platform, which reframes gum around moments of relaxation and taking a break. Primarily targeting consumers under 25, the platform will continue through the end of 2026 across social content, creator partnerships and digital media buys. Publicis is leading the creative and experiential work, with Middle Child handling media and influencer relations. Energy BBDO developed the platform. Claudine Whiteley, Mars Canada’s head of brand and portfolio for gum and mints, tells Media in Canada that this is an evolution from its previous “Do What Feels Fresh” platform that emphasized how gum can inspire outward confidence in people. “We’ve been consistently adapting our storytelling and tactics to better resonate with Gen Z, and as the brand celebrates its 35th anniversary, I can’t think of a better time to formalize this approach with a platform that ensures every brand touchpoint is being built with the next generation in mind,” Whiteley says. “The ways we’ve been evolving our messaging on gum have been resonating, and we’re excited to continue to redefine gum’s purpose in line with today’s consumer behaviours.” The latest activation comes on the heels of last year’s Excel-branded “Refreshment Zone” misting stations at Osheaga, part of its “Do What Feels Fresh” platform, which featured a mix of water sprays, calming chairs and portable fan giveaways to cool down festivalgoers. This previous work also marked a major pivot for the brand to focus on prioritizing experiential activations to create more touchpoints for the category’s coveted Gen Z demographic. In December, the brand also launched its “Mood Monitor” installation , featuring a digital questionnaire that assessed students’ moods in real time. Based on their responses, students received tailored activity suggestions and a corresponding Excel gum flavour, along with an opportunity to sample the product. As part of that activation, Excel also collected study tips from students across the country to develop four “Chew Through” lists of mood-boosting activities. That initiative followed other gum-focused efforts, including a campaign built around a Spotify playlist featuring sounds such as gum chewing and blister packs being popped. The sounds, the brand said, were designed to trigger an autonomous sensory meridian response among younger audiences. According to Mars, Excel has held the spot as Canada’s top-selling gum brand for the past 10 years, and the company’s chewing gum portfolio continues to experience growth (up 2.1% from 2024), while the category’s revenue has dipped 0.7%. (Images courtesy of Excel) BBDO , Chewtopia , Do What Feels Fresh , Excel Gum , experiential , Mars Canada , Middle Child , Publicis Toronto , Spotted , XM
Curated by Taleb Kabbara · Source: mediaincanada.com