"Reader's Choice" is one of the most innovative and noteworthy products voted by members of the Foodaily "Daily New Products" community. In November, we picked a total of 21 new products from around the world, and at the top of the voting list was RESPAWN, a functional mixed drink developed for gamers by the famous gaming equipment manufacturing company Razer, which is professionally formulated to activate the taste buds and help with long competitions!
Text: Jane Zhang Source: Foodaily Daily Food (ID: foodaily)
This is an era of hyper-personalization, how to say it? The efficient dissemination of information in the Internet era and the rapid development of users' personal information collection technology have made consumers more aware of their own needs than ever before. In the field of food and beverage, the future consumer demand will also develop in a more refined and personalized direction.
In view of this consumer trend, a variety of products that respond to the specific needs of specific groups of people have sprung up in an endless stream, and the effects of beauty, sleep aid, emotional relief and so on can be achieved with the help of food and beverages. And what kind of existence is razer RESPAWN, the protagonist of today's new stew? Let's explore it with xiaobian!
<h1 class= "pgc-h-arrow-right" >1 enhance mental endurance, the "intimate companion" of gamers</h1>
Razer RESPAWN brand is a functional mixed drink specially developed by Razer, a well-known game equipment manufacturing company known as the "Green Light Factory", with four sugar-free flavors of pomegranate watermelon, blueberry raspberry, tropical pineapple and green apple, which avoids the occurrence of sugar collapse during energy supply and aims to help improve gamers' attention, reaction time and mental endurance.
It is worth noting that this beverage product, which was originally developed for gamers, also has the same "hardware" and "software" as the game device - "hardware", a cup; "software", four flavors of beverage brewer.
Image source: Google
The design of this cup is very clever, it is constructed of a double insulated frosted black stainless steel shell with a sweat-free experience. Its locking cap with anti-leakage sealing device, in addition to increasing resistance, the built-in grille also ensures a complete mix of punches under the cap;
RESPAWN brewer is mainly composed of green tea extract, choline, B vitamins, ginger and 95 mg of caffeine.
Specifically, Razer no longer emphasizes high caffeine content, it contains only 95 mg, which is half the caffeine content in 5 Hour Energy (200 mg, which is the hottest concentrated energy supplement in the United States), and 30 mg less than Starbucks bottled frappucopia, while the typical 7-11 energy drink caffeine can even reach 350 mg. Compared to G Fuel Energy Drinks, which are also aimed at gamers ( also a sugar-free drink ) , RESPAWN has reduced its caffeine content by about a third.
I think if you're worried about a mental breakdown due to caffeine, RESPAWN would be a better choice for longer playtimes, both in terms of the richness of taste and improved mental endurance, and at this level, EVEN for non-gamers, RESPAWN should be a great choice.
In addition, the product contains 48 mg of hydrocholine bitartrate, an ingredient in the B vitamin family – which is very popular in the field of "nootropics" (also known as cognitive enhancers) due to its association with acetylcholine in the brain. Many studies have shown that supplementing with choline bitartrate improves concentration, aids memory formation and improves muscle contraction. At the same time, the ginger powder contained in the product also has a good anti-inflammatory effect.
Razer said they don't think it's an energy drink because the average energy drink can cause a mental and mental breakdown after consuming and reducing high levels of sugar and caffeine; instead, RESPAWN is a formula that meets the specific needs of the gaming environment and strenuous mental activity. In terms of energy content, RESPAWN contains only 4 grams of carbohydrates, no fat, and 20 calories; ingredients such as green tea extract mixed with low levels of caffeine can keep gamers alert and alert for a longer period of time without becoming depleted of energy from the high-sugar ingredients of energy drinks.
In terms of product packaging, Razer RESPAWN box contains 20 small bags, and the independent small package undoubtedly brings great convenience to consumers, which is very suitable for travel or when going to a friend's house to play games.
<h1 class="pgc-h-arrow-right" >2 From pranks to products, Razer prepares surprises with care</h1>
But how could a giant company focused on developing gaming devices think of making drinks?
It's a long story — in 2013, Razer accidentally created the "Give Us Razer Toaster Please Facebook" page, and its CEO Min-Liang Tan said that if the page got 1 million likes, they would develop a toaster.
This is just a joke in the eyes of the public, but as the world's leading brand in the field of e-sports and games, Razer's genius marketing is not opposed to turning a good joke on April Fool's Day into an actual product, and vows to implement its perfect service and respect for needs to the end, not only to create perfect hardware and software services for fans, but also to provide them with professional and personalized services. Of course, the Razer toaster was finally introduced, and it achieved considerable results.
At The April Fool's Day event in 2010, Razer went out of his way to once again invent Project Venom v2, or Project Venom, a "panacea" designed to make gamers as powerful as the Razer hardware they use. The plan caused a stir at the time.
Then someone said to the Razer team, "Hey, what if you actually made such a drink?" ”
In fact, several members of the active gaming community have asked Razer to provide unique energy drinks for gamers. Also within Razer, the potential of the drink was recognized, but at the time the idea was limited to a small group of people within the company.
Over time, numerous fans shared their passion for the product, and the concept also garnered more attention from Razer. They began to seriously investigate, develop, evaluate almost all energy drinks on the market, and concluded that most energy drinks will experience various discomforts caused by sugar collapse after high energy consumption, and few people pay attention to the psychological alertness of e-sports athletes and gamers. So the Razer team decided to develop a product that focused more on psychological awareness and alertness to benefit esports athletes and gamers.
It is reported that at the end of 2017, the testing of this product in the game community began. At this point, a joke game that was once just a community-driven game has become a truly independent derivative product, bringing a more thoughtful and perfect game service experience to their users. Later, Razer packaged this special drink into his own brand, and Razer Respawn was born.
<h1 class="pgc-h-arrow-right" >3How should Chinese food and beverage companies make e-sports efforts? </h1>
In fact, in recent years, the global e-sports market has developed day by day, many brands have begun to dabble in e-sports energy drinks, a highly potential blue ocean market is gradually taking shape, and menacingly towards the $72 billion (estimated market capitalization by 2024) energy drink market strides forward. And obviously, China's e-sports market has also developed rapidly in the past two years, and gradually formed an ecology. (Details: The myth of e-sports with prize money of over 100 million, how food companies share dividends).
Many people may think that Razer RESPAWN is just a prank caused by product development, so can such funny marketing also provide us with new ideas? After all, in detail, the food and beverage industry has made great efforts in the e-sports industry, most of which are mainly through competition sponsorship, joint models, and creating offline store game scenes, etc., which is still lacking in innovation and interest.
I wonder if after sharing this, will you have better inspiration? Who will be the next e-sports marketing genius in China's food industry? We'll see!
Editorial: Foodaily Daily Food (ID: foodaily)
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