EXCEL® Gum Unveils Bold New Look and Summer Activations at Budweiser Stage and Osheaga
TORONTO — Canada’s #1 gum brand is turning up the volume this summer. EXCEL® Gum, part of the Mars Canada family, has launched a bold new identity aimed at celebrating confidence, culture, and connection — and it’s taking centre stage at some of Canada’s biggest music events.
The rebrand includes a vibrant new logo, updated packaging, and summer activations as part of a renewed partnership with Live Nation Canada. Key touchpoints include the Budweiser Stage in Toronto and the Osheaga Music and Arts Festival in Montreal.
“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.”
A Refreshed Look for a New Era
The new brand identity features dynamic, sharp angles to reflect confidence and ambition. The frost outline has been modernized into a bright, clean burst — a visual nod to a fresh smile — and each pack now glows with flavour-specific energy. The updated design begins rolling out nationwide in June 2025.
“Concert Confidence” Comes to Life
EXCEL®’s summer activations include two major experiences:
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EXCEL® Chew & Chill Patio at Budweiser Stage: A social lounge offering shaded seating, Instagram-worthy photo ops, and exclusive seat upgrade opportunities. Sampling of EXCEL® Refreshers is available during select performances throughout the summer.
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EXCEL® Refreshers Misting Station at Osheaga: From August 1–3 in Montreal, festival-goers can cool off with misting fans and enjoy free samples of fruity EXCEL® Refreshers in strawberry, blueberry, and tropical flavours.
EXCEL encourages Canadians to share their “Concert Confidence” moments all summer long by tagging @excelgumca on social media.
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