‘EXCEL Gum’ is kicking off summer 2025 with a bold rebrand and high-energy activations designed to connect with Canada’s next generation of gum chewers. As part of its new identity, the #1 gum brand in Canada is rolling out a dynamic new look that reflects confidence and cultural connection, complete with sharp angles, a clean frost burst, and a vibrant ‘power glow’ across each pack.
To bring this transformation to life, EXCEL is partnering with Live Nation Canada for immersive fan experiences at two major events: Osheaga and Budweiser Stage. Music lovers can unwind and relax on-site at a custom lounge, cool off with mist at Osheaga, and sample ‘EXCEL® Refreshers’’new fruity flavours. This push not only modernizes the brand but reinforces EXCEL as an essential part of feel-good summer moments.
EXCEL® Gum’s rebrand marks a strategic alignment with youth culture, leveraging music and lifestyle experiences to remain relevant in a crowded confectionary market.
Image Credit: EXCEL® Gum
