The #1 gum brand in Canada launches bold new identity and activations at Budweiser Stage and Osheaga
TORONTO, May 29, 2025 /CNW/ - Canada's favourite gum just got a fresh makeover. EXCEL® Gum, proudly part of Mars, is unveiling a bold new look this summer, celebrating a new era of confidence, culture, and connection. Launching alongside a renewed partnership with Live Nation Canada–including headline activations at Osheaga and Budweiser Stage–the rebrand builds on EXCEL®'s momentum as the #1 everyday confectionary brand and gum brand in Canada.
"For over 30 years, EXCEL has been a trusted companion in Canadians' daily lives — that go-to in your pocket when you want to feel fresh, boost your confidence, or spark a shared moment with friends," said Patrick Zeng, Marketing Director at Mars Canada. "Now, with a bold new look and a campaign that brings EXCEL to some of the country's most iconic summer stages, we're evolving the brand to match the energy, confidence, and cultural moments that bring people together."
With its new visual identity, EXCEL® is keeping things fresh for the next generation of chewers while reinvigorating its core fans. The new brandmark features sharp, dynamic angles that symbolize ambition and confidence, while the frost outline evolves into a clean, bright burst–a nod to the sparkle of a smile. A vibrant "power glow" further brings each flavour's unique energy to life.
The refreshed look will begin appearing across Canada starting June 2025.
Concert Confidence: Bringing Bold Energy to Canada's Music Scene
Music has always been a catalyst for confidence, and this summer, EXCEL® is taking the stage. Following a successful 2024 season, EXCEL® is proud to continue its partnership with Live Nation Canada, bringing "Concert Confidence" to music lovers and gum chewers alike.
This summer, key experiences include:
- EXCEL® Chew & Chill Patio at Budweiser Stage: Bringing the group chat together IRL, the lounge offers shaded seating, picture-perfect photo moments, and chances to win exclusive seat upgrades. Open now for the summer season, with pop-up EXCEL® Refreshers sampling at select shows.
- EXCEL® Refreshers Misting Station at Osheaga: Helping festival goers cool down between sets, this new activation features jumbo water misters and samples of EXCEL® Refreshers' fruity flavours: strawberry, blueberry, and tropical. Catch it at Osheaga from August 1 to August 3, 2025.
Canadians can experience EXCEL®'s new look in-stores, at Budweiser Stage, and Osheaga all summer long, and are encouraged to share their Concert Confidence moments by tagging @excelgumca on socials.
ABOUT MARS, INCORPORATED
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a global, family-owned business, Mars is transforming, innovating, and evolving to make a positive impact on the world.
Across our diverse and expanding portfolio of quality confectionery, food, and pet care products and services, we employ 140,000+ dedicated Associates. With almost $47 billion in annual sales, we produce some of the world's best-loved brands including Ben's Original™, CESAR®, EXCEL®, KIND®, M&M'S®, SNICKERS®, PEDIGREE®, ROYAL CANIN®, and WHISKAS®. We are creating a better world for pets through our global network of pet hospitals and diagnostic services – including AniCura, BANFIELD™, BLUEPEARL™, Linnaeus and VCA™ – using cutting edge technology to develop breakthrough programs in genetic health screening and DNA testing. For more information about Mars, please visit www.mars.com. Join us on Facebook, Twitter, Instagram, LinkedIn and YouTube.
SOURCE Mars, Incorporated
For further information: Mars Canada: Tamar Nersesian, [email protected]; Middle Child: Rebecca McLaren, [email protected]
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