It's been a while since we've heard anything about ASMR marketing, but Canadian gum brand Excel is bringing it back through a new program aimed at college and university students called "Excel Study Beats."
Developed by Middle Child, with Mosaic for experiential and EssenceMediacom for media, the program is specifically aimed at stressed-out students on the eve of exam season, and is built around what the brand describes as "the soothing sounds of gum."
Developed by Middle Child, with Mosaic for experiential and EssenceMediacom for media, the program is specifically aimed at stressed-out students on the eve of exam season, and is built around what the brand describes as "the soothing sounds of gum."
https://open.spotify.com/track/6HpllGpyqXia5GUMuE7Oaa?si=fcee36c1c9b14426
If you find more than four minutes of the sound of gum chewing in your ear relaxing, this program is for you. Personally, I tapped out after 20 seconds or so of the lead track "Chewing," owing to my mild—and entirely internet-diagnosed—case of misophonia. Other more tolerable "tracks" in the program include "Pack Popping," "Bottle Rattling," and "Packaging."
The marketing campaign is rooted in research showing that 83% of Gen Zs have turned to platforms like YouTube for soothing content capable of helping them relax. ASMR videos are particularly popular, says Excel, with more than 65 million views in 2021 alone.
Barbara Cooper, marketing director for Excel parent Mars Wrigley Canada, said that the marketing is intended to provide students with "supportive ambiance" that allows them to feel more relaxed during study time. "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," she said.
The brand partnered with popular ASMR influencers ASMR Jas (whose TikTok page lists "medical roleplays" as one of her content verticals), Masha and Kawaiimln to create the tracks that will appear on their TikTok and YouTube channels, accompanied by "Study With Me" live sessions debuting on Nov. 30.
There is also a dedicated Spotify playlist where people can listen to the four tracks. For every stream, Mars Wrigley is donating $1 (up to a maximum of $25,000) to Food Banks Canada.
Multiple Canadian brands including Vachon, Canadian Tire, McDonald's and Reese, have all dipped a toe (ear?) in the ASMR space in recent years.
