EXCEL Gum launches ASMR soundtracks on Spotify to help calm students during exam season

Over 1.5 million college and university students are buckling down for exam season now.  EXCEL Gum, is encouraging Canadian post secondary students to plug into ‘EXCEL Study Beats’ -  the brand’s first ever gum-chewing ASMR album, exclusively on Spotify, featuring all custom ASMR soundtracks made with its iconic gum. 

In a world where academic pressure and the challenges of studying have reached an all-time high, EXCEL Gum, Canada's #1 gum brand made by Mars, has unveiled an initiative to address the study-related stress that students at colleges and universities are experiencing across the nation. Dubbed 'EXCEL Study Beats,' this program leverages the power of ASMR (Autonomous Sensory Meridian Response) and the soothing sounds of gum to transform study sessions into moments of tranquillity, conquering 'examiety.'

Just like their predecessors, Gen Z students actively seek ways to make studying and test-taking more manageable and enjoyable; however, in the digital era, a new star has risen – ASMR. A 2022 Ipsos survey1 reveals that a staggering 83% of Gen Z students have turned to platforms like YouTube to find soothing content, specifically tailored to help them relax. Among these, ASMR videos stand out as the most-watched format, with over 65 billion views in 2021 alone.

"At EXCEL Gum, we understand that studying can be a pivotal daily challenge for many," shared Barbara Cooper, Marketing Director, Mars Wrigley Canada. "'EXCEL Study Beats' is the way we're trying to help, infusing the calming world of ASMR with the experience of enjoying our gum. This initiative is about providing students with a supportive ambiance, allowing them to embrace their study time in a more relaxed state. It's about creating a personal study rhythm in the midst of study pressures, and empowering students to feel confident as they navigate their paths to academic success."

Launching in collaboration with three prominent ASMR creators, Canada's #1 gum brand is bringing rhythmic chewing, satisfying soft pops from its blister pack and much more to YouTube, TikTok, and Spotify - the brand's first-ever streaming profile - ensuring students have access to year-round ASMR content that encapsulates calming aspects of its gum, from the rhythmic chewing to the satisfying pop of the blister pack and much more.

Influencers @asmrjas, @mashakatasonov and @kawaiimlln, renowned in the ASMR universe, will craft mesmerizing content on YouTube and TikTok, offering a delightful blend of ASMR experiences. They will also host live ASMR study sessions on TikTok, providing a soothing symphony of relaxation for students.

For those seeking relaxation during study sessions, visit EXCEL Gum's dedicated Spotify page to immerse themselves in the world of gum ASMR. For every stream, Mars will make a $1.00 donation (up to $25,000) to Food Banks Canada.