Excel begins Study Beats promotion
By Rob Bale
Mars Wrigley Canada has begun a promotion for its Excel Gum product line called “Excel Study Beats.” The initiative is intended to help student deal with the stress of studying. The online promotion consists of streaming audio using the autonomous sensory meridian response. Three content creators specializing in ASMR will produce audio incorporating the sounds of gum chewing. The content will be available on YouTube and TikTok. The brand will also offer ASMR streams on Spotify. For each stream Mars will donate one dollar to Food Banks Canada.
“At Excel Gum, we understand that studying can be a pivotal daily challenge for many,” said Barbara Cooper, marketing director at Mars Wrigley Canada. “‘Excel Study Beats’ is the way we're trying to help, infusing the calming world of ASMR with the experience of enjoying our gum. This initiative is about providing students with a supportive ambiance, allowing them to embrace their study time in a more relaxed state. It's about creating a personal study rhythm in the midst of study pressures, and empowering students to feel confident as they navigate their paths to academic success.”