What is the trend of experience-driven brand engagement?

Brands are increasingly using immersive experiences, like music festival activations, to create deeper connections with consumers and enhance brand loyalty.

What is the trend of lifestyle-centric product positioning?

Leveraging lifestyle elements, such as concerts and cultural events, brands aim to position products as essential components of consumers' preferred activities.

What is the trend of youth culture alignment strategies?

Brands are focusing on aligning with youth culture through dynamic marketing and branding efforts to stay competitive in the market.

What are the implications for the confectionery industry?

The confectionery industry is incorporating experiential marketing and rebranding strategies to attract younger consumers and enhance product appeal.

What are the implications for the music and entertainment industry?

Partnerships between consumer brands and live entertainment companies are growing, offering new avenues for fan engagement and brand exposure.

What are the implications for the marketing and advertising industry?

Innovative marketing campaigns that integrate lifestyle elements and immersive experiences are gaining traction as brands seek to differentiate themselves.

Gum Brand Activations : EXCEL Gum

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EXCEL® Gum Gets a Bold Refresh with Concert Activations to Match

Georgia Wray Norsten — June 2, 2025 — Marketing

References: newswire

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'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

Trend Themes

Experience-driven Brand Engagement — Brands are increasingly using immersive experiences, like music festival activations, to create deeper connections with consumers and enhance brand loyalty.
Lifestyle-centric Product Positioning — Leveraging lifestyle elements, such as concerts and cultural events, brands aim to position products as essential components of consumers' preferred activities.
Youth Culture Alignment Strategies — Brands are focusing on aligning with youth culture through dynamic marketing and branding efforts to stay competitive in the market.

Industry Implications

Confectionery — The confectionery industry is incorporating experiential marketing and rebranding strategies to attract younger consumers and enhance product appeal.
Music and Entertainment — Partnerships between consumer brands and live entertainment companies are growing, offering new avenues for fan engagement and brand exposure.
Marketing and Advertising — Innovative marketing campaigns that integrate lifestyle elements and immersive experiences are gaining traction as brands seek to differentiate themselves.

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