Exam season is officially here—and so are the guilt-ridden study breaks, racing thoughts, and sudden “mind-blank” moments that hit right when you need clarity most. It’s a lot. And while students can’t always control the emotional rollercoaster that comes with finals, EXCEL® is stepping in with a fresh way to help them chews how they respond.
Enter the brand’s new Chew Through Exam Season campaign—an interactive, mood-boosting initiative that turns real student study hacks into playful Chew Through Lists. Think bite-sized to-dos inspired by EXCEL®’s signature gum flavours, each one tailored to match a different exam-season mood, whether you’re feeling overwhelmed, unmotivated, wired, or weirdly calm.
To bring those moods to life IRL, EXCEL® is popping up on Canadian campuses with its Mood Monitor—an immersive installation where students take a quick quiz to reveal their current vibe and get matched with a curated Chew Through List and the perfect gum flavour to suit it. Students can also join the conversation digitally by sharing their study mood and best tips at @excelgumca.
And because study season deserves rewards too, students who share their mood and top study tip—online or at campus activations—are entered to win stress-soothing prizes like study kits, their favourite EXCEL® gum flavours, and gift cards designed to make finals just a little more manageable.
Fresh mindset. Fresh flavour. Fresh way to power through exams. —Vita Daily
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