When you think of products designed for gamers, you probably imagine energy drinks, neon keyboards, and maybe even a few late-night pizzas.

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But Mars & Razer decided to flip the script — and create gum.

Yes, gum.

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In a world where “gamer fuel” is dominated by sugar-loaded drinks and hype, the two brands teamed up to launch Respawn, a line of gum and mints created with — and for — gamers. With bold flavors like Mango Habanero Fire and Raspberry Vanilla Vibe, this isn’t just another breath freshener.

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It’s a brilliant case study in what happens when brands stop guessing… and start listening.

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Why Mars & Razer Created Gum for Gamers

Over 90% of Gen Z and Gen Alpha identify as gamers, according to recent studies. That’s a massive audience — worth over $500 billion globally.

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Historically, the products marketed to them leaned on tired stereotypes: gamers as unhygienic, sleep-deprived, and addicted to caffeine.

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But Mars & Razer took a different approach.

They surveyed 30,000 gamers and learned that what they actually needed during gaming wasn’t another can of sugar water — it was something to help them focus, stay sharp, and burn off nervous energy during intense moments.

Enter gum.

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Alyona Fedorchenko, VP of Mars’ gum & mint portfolio, summed it up perfectly:

“Gum is a bit of a fidget spinner. As you go through your game, you experience different ups and downs, and sometimes the pressure level goes up and you need to get rid of some of that energy. That’s where gum really comes in.”

What Makes This Marketing Strategy So Smart?

Here’s what Mars & Razer got right — and what your business can learn from them:

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1. They Solved a Real Problem

Instead of leaning into clichés, they uncovered a real community need: focus and stress relief.

2. They Embedded Themselves in the Culture

By partnering with Razer — a trusted name in gaming — and involving actual gamers in development, they made sure the product felt authentic.

3. They Played the Long Game

This isn’t just a gimmick. Mars & Razer first partnered in 2019, and this product evolved from earlier collaborations, showing commitment to the space.

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Lessons for Your Brand

You don’t need to invent the next billion-dollar idea — you need to understand your audience.

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• Stop assuming you know what they want
  
  
• Start asking, observing, and testing
  
  
• Build products and campaigns that fit how they actually live
  
  

When you align with your audience’s real-world needs — not your assumptions — you stop selling and start serving.

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Ready to Level Up Your Brand?

At Digital Marketing Alive, we help brands uncover what’s holding them back — and create a strategy to actually connect with their audience.

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We offer a complimentary 90-day roadmap session, where we audit your brand, identify gaps, and give you a clear path forward.

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No fluff. No pitch. Just clarity.