Mars is launching a new Excel gum flavour – its first brand innovation in nearly a decade – with a music festival-heavy campaign that revolves around the theme of refreshing experiences.

Mars is supporting the launch of Excel Refreshers with programmatic advertising on Snapchat and TikTok, and through immersive experiences at music festivals like Osheaga and Veld, as well as select concerts at the Budweiser Stage in Toronto. At the events, Excel will offer shaded seating areas, misting stations and brand backdrops for people to pose with for social content (pictured below).

Mars is also rolling out ads highlighting each of the flavours and is partnering with influencers who will attend the festivals where Excel Refreshers will have a presence. The creators will also share details about the activation and product launch on their social platforms.

Mars Canada marketing director Patrick Zeng tells Media in Canada that the brand has previously turned to music to showcase Excel as a brand committed to self-expression, and consumer response has been positive.

In 2023, for example, 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, according to the brand.

“We saw an excellent opportunity to build on that foundation,” adds Zeng. “Music festivals, as the zenith of cultural self-expression and fun, provide a perfect backdrop for our new product launch. 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.”

The product is also the brand’s first fruit-flavored offering, and it responds to a growing consumer demand for new gum options, says Zeng. Brand studies show that consumers have a strong preference for fruity flavours, with strawberry being the favourite among Millennials and Gen Z.

“By introducing Excel Refreshers.. we are reflecting our consumer obsession and insights in our creative brand campaigns,” says Zeng. “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.”

EssenceMediacom is in charge of media and sponsorships, Middle Child handles PR and XM, and The Mars Agency manages in-store promotions.