Excel renews Live Nation promotion
By Derek Winkler
Excel Gum has renewed its promotional agreement with concert promoter Live Nation Canada. The chewing gum brand will use the exposure to introduce its new visual identity. This exposure will take place at a series of summer concert events in the form of an installation called the Excel Chew & Chill Patio. Product sampling will also take place at some events. According to the company, the new Excel branding makes use of sharp angles intended to symbolize “ambition and confidence.” Excel is a product of Mars.
“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.”