While candy had been recognized as a generous source of energy for life, its market has been on a downturn due to the growing health trend, and its sales have shrunk to 84.7% its size from 10 years ago. In attempt to re-engage consumers to candies, UHA challenged themselves to verify the necessity of candies as a valuable energy source in a scientific, yet unique way.

The news verifying the necessity of candies as a valuable energy source was featured in 15+ TV news programs, and 600+ print and web news media across 30+ countries, gaining coverage worth $8M. The sales of the candy itself also skyrocketed by 129.8% from pre-campaign.

We transformed a scientific experiment into a brand promotion event in which consumers could actually take part in, by inviting local children and the press to witness the launch on-site. The media picking up the news in combination with the excitement shared by the first-hand witnesses of the event added to the tremendous momentum of the news.

We sampled free candies to the children and press invited to the rocket launch site to actually have a taste of the "rocket fuel," and experience the power of candies as an energy source.