A tea brand targeting gamers? That’s an interesting and unexpected move. But research shows that in Saudi Arabia tea is the favourite beverage among gamers. Webedia Arabia, is hoping the limited-edition Rebea Trigger Mug, designed specifically for mobile battle royale and first-person shooter gamers, will help Rebea be the number one tea they choose.
Tea has always posed a problem for gamers. They need to remove one hand from their device for a sip of tea, often leading to in-game elimination. The Rebea Trigger Mug shows that the brand understands gamers. It’s mug meets device. The mug features precision triggers and an ergonomic design optimised for popular mobile battle royale games. And it also solves another problem – competition from sugary and caffeine-loaded soft drinks. The campaign promises tea’s smooth energy boost vs the “jitters’ spurred by those.
“Gaming is central to Saudi Arabia’s vision for the future, with major investments in global gaming companies and the development of our new gaming city,” stated Moutaz Abdulghaffar, commercial executive director at AMS Baeshen & Co., parent company of Rabea. “As a heritage brand evolving with our nation, we recognized an opportunity to solve a unique challenge faced by our gaming community while celebrating their passion.”
“This is a unique collaboration that brings together contrasting worlds, where tradition meets technology, and gamers reconnect with the national drink of their parents and grandparents. We leveraged our multilevel expertise to pull this innovative solution together. We are in close proximity to the community of gamers, empowered by engaging platforms and strong relationships with the main players shaping this industry, and we also brought in our local understanding of Saudi culture, This innovation represents our commitment to understanding and supporting the gaming community and to preserving the Saudi culture,” added George Maktabi, group chief executive officer at Webedia Arabia. “This solution is not the outcome of a spur of the moment decision but the result of quantitative and qualitative due diligence to create a unique experience that resonates with modern gamers while honouring the cultural significance of tea-drinking.”
The aura of exclusivity surrounding Trigger Mug’s release, defines it as a highly sought-after collectible item. Gaming influencers will promote the mugs through exclusive unboxing experiences and live demonstrations on streaming platforms. The Trigger Mug builds on Rabea’s existing gaming initiatives, including successful collaborations with PUBG Mobile.
Credits:
Client: Rebea
Commercial Executive Director: Moutaz Abdulghaffar
Agency: Webedia Arabia
Chief Growth Officer: Mazen Mitri
Executive Creative Director: Saadi Alkouatli
Creative Director: Nidal Bouhamdan
Associate Creative Director: Guga Neves
Head of Art: Felipe Martins
Senior Multimedia Designer: Muhammad Moneimne
Senior Multimedia Designer & 3D Artist: Ali Ahmad
Senior Art Director & 3D Artist: Alex Cayoa
Head of Planning: Ahmad Abu-Zannad
Planner: Fatin Baz
Business Director: Salwa Bankhar
Production Director: Thays Miranda
