EXCEL® Gum Gets a Bold Refresh with Concert Activations to Match
Georgia Wray Norsten — June 2, 2025 — Marketing
References: newswire
'EXCEL Gum' is kicking off summer 2025 with a bold rebrand and high-energy activations designed to connect with Canada’s next generation of gum chewers. As part of its new identity, the #1 gum brand in Canada is rolling out a dynamic new look that reflects confidence and cultural connection, complete with sharp angles, a clean frost burst, and a vibrant 'power glow' across each pack.
To bring this transformation to life, EXCEL is partnering with Live Nation Canada for immersive fan experiences at two major events: Osheaga and Budweiser Stage. Music lovers can unwind and relax on-site at a custom lounge, cool off with mist at Osheaga, and sample 'EXCEL® Refreshers’'new fruity flavours. This push not only modernizes the brand but reinforces EXCEL as an essential part of feel-good summer moments.
EXCEL® Gum’s rebrand marks a strategic alignment with youth culture, leveraging music and lifestyle experiences to remain relevant in a crowded confectionary market.
Image Credit: EXCEL® Gum
To bring this transformation to life, EXCEL is partnering with Live Nation Canada for immersive fan experiences at two major events: Osheaga and Budweiser Stage. Music lovers can unwind and relax on-site at a custom lounge, cool off with mist at Osheaga, and sample 'EXCEL® Refreshers’'new fruity flavours. This push not only modernizes the brand but reinforces EXCEL as an essential part of feel-good summer moments.
EXCEL® Gum’s rebrand marks a strategic alignment with youth culture, leveraging music and lifestyle experiences to remain relevant in a crowded confectionary market.
Image Credit: EXCEL® Gum
Trend Themes
1. Experience-driven Brand Engagement - Brands are increasingly using immersive experiences, like music festival activations, to create deeper connections with consumers and enhance brand loyalty.
2. Lifestyle-centric Product Positioning - Leveraging lifestyle elements, such as concerts and cultural events, brands aim to position products as essential components of consumers' preferred activities.
3. Youth Culture Alignment Strategies - Brands are focusing on aligning with youth culture through dynamic marketing and branding efforts to stay competitive in the market.
Industry Implications
1. Confectionery - The confectionery industry is incorporating experiential marketing and rebranding strategies to attract younger consumers and enhance product appeal.
2. Music and Entertainment - Partnerships between consumer brands and live entertainment companies are growing, offering new avenues for fan engagement and brand exposure.
3. Marketing and Advertising - Innovative marketing campaigns that integrate lifestyle elements and immersive experiences are gaining traction as brands seek to differentiate themselves.
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