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For many years, Excel used the slogan "Excel-erate your breath", which has recently been replaced by "Eat, drink, chew, Excel".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.
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.
In June 2008, Wrigley replaced Freedent Total with Excel White. It is currently available in three flavours : Spearmint, Bubblemint and Winterfresh.
A Canadian version of Orbit Mist introduced in 2010.
Here is a list of the flavours:
- Polar Ice
- Cinnamon (previously Inferno Cinnamon)
- Lemon Freeze (discontinued)
- Cherry Chill (discontinued)
- Tangerine Freeze (discontinued)
- Night Chill (discontinued)
- Sweet Mint
- Citrus Mint
- Strong Mint
- Cinnamon (discontinued)
- Mixed Berry
- Fresh Mint
Excel Extreme Gum (discontinued):
Excel Cool Blast Mints (discontinued):
Excel White Gum:
Excel Fuse Gum (discontinued):
- Berry Mint
- Melon Mint
Excel Mist Gum (discontinued):
- Cool Mango
Excel Naturally Sweetened Gum:
Excel Soft Chew Gum:
Excel Chewy Mints:
- Lemon & Lime
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.
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.
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