EXCEL Gum will introduce the 'EXCEL Refreshers' Pop-Up to showcase its first fruit-flavored offering in response to consumer demand for new flavors in a gum they already appreciate.
This new line features three non-mint flavors: strawberry, blueberry, and tropical, that are available in a soft chew format. Moreover, unlike "traditional gum pellets and sticks, the soft chew format is designed with a pillow shape and a soft coating on the outside, providing a long-lasting taste," and a novel chewing experience.
This summer, EXCEL Gum will enhance the consumer experience by hosting an immersive pop-up at Osheaga, VELD, and select concerts at the Budweiser Stage. These events will offer attendees a refreshing escape inspired by the three fruity flavors of EXCEL Refreshers. The pop-up installations will include "shaded lounge areas, vibrant backdrops, photo-worthy moments, and more," creating an engaging and refreshing environment for music lovers.
Fruity Gum Installations
EXCEL Gum will Host an EXCEL Refreshers Pop-Up at Osheaga and VELD
Trend Themes
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Flavor Innovation in Gum — Introduction of non-mint fruit flavors like strawberry, blueberry, and tropical is diversifying the traditional gum market.
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Experiential Marketing — Hosting immersive pop-up events at festivals and concerts presents a unique way to engage with consumers directly.
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Novel Gum Formats — Development of soft chew gum with a pillow shape and soft coating marks a shift from traditional gum pellets and sticks.
Industry Implications
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Confectionery — The introduction of fruit-flavored soft chew gums represents an evolution in product offerings within the confectionery industry.
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Event Marketing — By creating interactive and immersive pop-up experiences at popular events, brands can build stronger consumer connections.
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Consumer Goods — Innovative product formats like the soft chew pillow-shaped gum can capture consumer interest in an increasingly competitive market.