Excel gum is kicking off a new campaign today to give university students feel-good goosebumps and help them relax from school stress.
The new campaign centres on a Spotify playlist called “Excel Study Beats,” which features sounds such as a person chewing gum or popping blister packs of gum. These “soothing sounds,” the company says, could produce an autonomous sensory meridian response (ASMR) in its audience and “transform study sessions into moments of tranquility.”
Targeting Gen Z students, the media plan to promote the campaign includes 15, 20 and 30-second audio ads on selected podcasts with audiences in the demo, as well as paid ads on Spotify, Snapchat, Facebook and Instagram. Additionally, influencers in the ASMR universe will create content for YouTube and host live TikTok sessions to interact with students.
“With ‘Excel Study Beats,’ we are redefining how a brand can be a part of the student experience,” Mars Wrigley Canada marketing director Barbara Cooper tells MiC. “This initiative isn’t just about providing a product; it’s about integrating Excel gum into the very rhythm of student life. By merging the soothing effects of ASMR with our gum, we’re creating a unique and strategic sensory experience that helps support focus and relaxation during their studies,” Cooper says.
The brand is activating the campaign with a sampling shop at select Canadian universities from Nov. 28 to 30. On-site listening stations with the album’s tracks and a wall for students to share tips on how to relax during exam time will also be set up at the institutions.
Media agency Middle Child was in charge of the creative advertising, production, PR and influencers, while EssenceMediaCom handled media and Mosaic the experiential side.
Excel is launching the campaign based on the growing popularity of relaxtion-themed videos among Gen Zers. According to an Ipsos poll conducted in May 2022, 83% of Gen Z students had used platforms like YouTube to find relaxing content. And ASMR videos are the most-viewed format, with over 65 billion views in 2021 alone, according to Google data.
