Excel (gum)
Wrigley's Excel is a line of chewing gum and mints available in Canada since 1991. Eclipse is the American version of Excel.
For many years, Excel used the slogan "Excel-erate your breath", which has recently been replaced by "Eat, drink, chew, Excel". The advertisements are using food creatures since 2010, the same characters that Extra gum is using.
Excel Extreme
In January 2006, a sub-brand named "Excel Extreme", with flavors Fuse, Voltage, Charge and Shock, was released, replacing the Excel cherry and lemon flavours. A year later, an American version called Wrigley's 5 was created, but the gum was sold in sticks instead of pellets. The Excel Extreme brand was replaced by Wrigley's 5 in 2008.
Excel White
In June 2008, Wrigley's replaced Freedent Total with Excel White. It is currently available in three flavours : Spearmint, Bubblemint and Winterfresh.
Excel Mist
A Canadian version of Orbit Mist introduced in 2010.
Flavours
Here is a list of the current flavours :
Excel Classic :
- Peppermint
- Spearmint
- Winterfresh
- Polar Ice
- Inferno Cinnamon
- Tangerine Freeze
- Night Chill
- Sweet Mint
- Citrus Mint
- Strong Mint
- Chlorophyll
Excel White :
- Bubblemint
- Spearmint
- Winterfresh
Excel Mist :
- Peppermint
- Spearmint
Excel Mints :
- Peppermint
- Spearmint
- Winterfresh
- Mixed Berry
- Arctic Rush
Promotion
During the duration of the Winter Olympics of 2010, each piece of gum had a small edible maple leaf printed on to support the Canadian Olympic Team. In partnership with Chinese Stomatological Association in 2012, Excel released the first dental health app in China-Ai Ya Qing Song Xue（爱牙轻松学),developed by FabriQate.[1]
Advertisements
In advertisements, the food creatures, donut, coffee, garlic, onion, green onion, pizza and cigarette, follow people. But when they take an Excel gum piece, food creatures run away showing that gum makes bad breath disappear.