Fear
In this commercial, the catchy phrase, "excel-lerate your breath!" Isn't the only thing this commercial plays on. They exemplify the fact that food could follow you around wherever you go. Portrayed in a nicely done video, this technique of persuasion is known as "Fear". People fear bad breath, which can easily be solved by Excel Gum of course.
Positioning and Market Segmentation
This commercial segments their products by gender. Nivea is usually known as a female product, but by segmenting a different product just for men, it adds more attention to their product overall attracting all consumers.