EXCEL GUM
Engaging the Next Gen of Gum Chewers
The Mars EXCEL team aimed to refresh its packaging to attract Gen Z consumers while maintaining loyalty from its core audience and meeting Québec’s Bill 96 requirements for bilingual packaging. This redesign also brought the opportunity to address inconsistencies across the range, and establish a scalable design system for future innovations and improved shelf impact.
Our team began by analyzing Gen Z purchase drivers through consumer trends and category audits. Using our methodology, we prioritized brand prominence, integrated bilingual requirements, and enhanced appetite appeal with custom illustrations and product renderings. Collaborating with Mars’ Insights Team, lead concepts were validated through consumer research before adapting the refreshed graphics across 40 SKUs.
The modernized EXCEL gum packaging system is designed to elevate shelf presence, ensure consistency, and support the brand’s evolution. The system now extends to multi-pack SKUs, display cases, and in-store merchandising, positioning Excel for stronger consumer resonance.
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