Gaming Fuel: Mars and Razer’s Respawn Line Offers a Fresh Approach
Whether you’re a competitive esports player or just enjoy a casual gaming session, staying alert and focused is key. In the world of video games, the quest for the ultimate “gamer fuel” has led to a variety of products, from energy drinks and caffeinated noodles to now, an innovative line of mints and gums developed by Mars in partnership with Razer.
Launched in 2019, Respawn by Razer is a unique line of mints and gums crafted with input from 30,000 gamers. Available in flavors like Raspberry Vanilla Vibe and Mango Habanero Fire, these products are designed to help gamers stay focused during intense gaming sessions. You can find them online on platforms like Amazon and in convenience stores such as 7-Eleven and Circle K.
Traditionally, gum has been associated with freshening breath, but there’s a growing trend among Gen Z consumers to use gum as a tool for enhancing focus. Alyona Fedorchenko, VP of Mars’ gum and mints portfolio, explains, “Gum can be a bit of a fidget spinner for gamers, helping them release excess energy and stay in the zone during gameplay.”
With over 90% of Gen Alpha and Gen Z consumers identifying as gamers, the gaming industry has become a lucrative space for advertisers. Mars’ collaboration with Razer not only provides access to a vast community of gamers but also allows for authentic activations within the gaming community. From gaming influencers to livestreamers, the partnership aims to resonate with gamers on a deeper level.
In addition to their mental performance drinks released in 2019, Razer expanded their Respawn brand in 2020 by partnering with Mars’ 5 Gum to introduce an initial gum offering. The latest Respawn products are formulated with B vitamins and green tea extract to enhance energy and focus, catering to the specific needs of gamers.
Instead of capitalizing on the stereotype of the “unhygienic gamer,” Mars and Razer chose to address a genuine need within the gaming community – the desire to stay fully immersed in the gaming experience. By eliminating distractions and helping gamers stay focused, the Respawn line aims to enhance the overall enjoyment of gaming.
Alyona Fedorchenko sums it up perfectly, stating, “Gamers want to be fully immersed in their gaming experience, and our goal is to provide them with the tools to eliminate distractions and enhance their enjoyment of the game.”