Competitor brands contiuned to focus on sales promotions for specific brands despite the market downturn. It was UHA's mission as the market leader to lead a branding campaign for the entire industry.

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.

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. Traffic to the UHA HP increased by 225%, UHA candy sales by 129.8%, respectively, from pre-campaign.