Mars brand Excel Gum taps into the power of ASMR to alleviate study-related stress
Mars brand Excel Gum introduces 'Excel Study Beats' program in Canada, utilizing ASMR to provide students with soothing gum content on popular platforms such as TikTok, YouTube, and Spotify, helping to alleviate stress during studying
Article Brief:
Mars, Inc. brand Excel Gum has introduced a fresh Canadian campaign, "Excel Study Beats," utilizing autonomous sensory meridian response, or ASMR, for content aimed at easing study-related stress, according to a press release.
The initiative involves collaborating with three ASMR creators to create calming gum sound videos that will be posted on YouTube, TikTok, and Spotify. The creators will also lead live ASMR study sessions on TikTok.
In addition, the Study Beats campaign will also contribute to Food Banks Canada as part of its charitable efforts. This decision positions Excel Gum as one of the latest brands to utilize ASMR in its marketing, reflecting consumer demand for relaxing content.
Article Insight:
In an effort to address what it calls "examiety," Mars is launching the Study Beats campaign, which involves creating ASMR content aimed at strengthening the bond between its Excel Gum brand and consumers, particularly the younger generation. According to release details citing a 2022 Ipsos survey, 83% of Gen Z students turn to platforms like YouTube for soothing content to unwind, and the viewership of ASMR videos exceeded 65 billion in 2021 alone.
Partnerships with ASMR creators @asmrjas, @mashakatasonov, and @kawaiimlln will produce calming content about gum chewing and blister pack opening on YouTube and TikTok as part of the Study Beats effort. These influencers will also host ASMR live sessions on TikTok starting Nov. 30. Additionally, Study Beats will launch a Spotify profile where Mars pledges to donate $1 (up to $25,000) to Food Banks Canada for every stream on the brand’s page. The charity aims to help Canadians facing food insecurity.
Several other brands, such as Michelob Ultra, Zippo, and Toyota, have also jumped on the ASMR marketing trend in an attempt to create a stronger bond with their consumers. Sports Clips, a hair salon franchise, successfully utilized ASMR to promote its signature MVP Haircut Experience earlier this year, resulting in a 15% increase in brand awareness within 48 hours of exposure to the ads. Moreover, 50% of the company's target audience reported feeling relaxed by the advertising, while 43% felt that the ads were engaging.
