Cannes Lions

CANDY ROCKET PROJECT

HAKUHODO, Tokyo / UHA MIKAKUTO / 2015

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Case Film

Overview

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Credits

Overview

Description

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 had shrunk to 84.7% its size from 10 years ago. UHA stood up to the crisis as the leading company in the Japanese confectionery industry. In an attempt to re-engage consumers and ignite a perception change towards candies, UHA challenged themselves to verify the necessity of candies as a valuable energy source in a scientific, yet unique way. The idea was to launch the world's first hybrid rocket using candy as its fuel.

Execution

Experts including university professors, an aerospace scientist, and engineers were gathered from across the nation for the project. The team conducted numerous experiments, repeatedly failing and learning from mistakes over 2.5 years before finally bringing the idea to life, and succeeding to launch the rocket on March 7th. The target, mainly children and the press, were invited to witness the experiment to accelerate the spreading of the news.

Outcome

The news verifying candies as a valuable energy source caught fire, being 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

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