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Brian “FaZe Rug” Awadis has launched 1UP Candy to create experience-based candy for his Gen Z audience. Rug is co-owner of FaZe Clan and their biggest YouTube creator with over 23 million subscribers.
Social media and sharing are part of 1UP Candy’s launch strategy. The company’s first product is a sour gummy candy and a dare. To take on the “Sour Jelly Bean Challenge”, fans must suck on three extremely sour gummies while trying to keep a straight face for three minutes. If they choose to opt in, and post their experiences on TikTok or Instagram and include #1UPsourchallenge and their Cash App $Cashtag, fans have a chance to win up to $500.
“When I was approached to fully participate in the development of a new candy designed to be fun and social, I jumped at the opportunity,” said 1UP Candy co-founder FaZe Rug. “Anyone who knows me knows that I love sweets, and I love challenging my family, friends and fans to experience them with me.”
The Sour Gummy challenge is only available on 1UP Candy.com for $18. In addition, Cash App card holders can access an exclusive pre-sale from May 17 to 20. The presale includes a 20% discount and free shipping.
1UP Candy Sour Gummies contain a sour punch that creeps on about eight seconds after the challenge begins. If you can’t handle the intensity, each packet comes with a neutralizer designed to end the discomfort and protect your mouth. However, fans should consume Sour Gummy Challenge responsibly. 1UP Candy advises fans with soft teeth, sensitive gums, or gastrointestinal upsets to steer clear.
Creators understand their audience
The Sour Gummy Challenge is just the first product from 1UP Candy. The company promises more experimental non-chocolate sweet products that strive to surprise and challenge fans with unexpected flavors and textures. 1UP Candy joins the growing list of creator-driven products designed for their audience.
The Sour Gummy Challenge fits right in with Rug’s catalog of prank and challenge videos. This type of challenge is essential for the TikTok community. Rug already has 10.4 million followers on the platform in addition to 6.8 million on Instagram. 1UP Candy allows FaZe Rug to monetize these fans directly and grow their audience.
“Rug’s audience watches his videos because they are creative and fun immersive experiences where viewers feel like they are on the road. Two of the top performing videos of him show him sampling wild and exotic candy,” said Matt Weiss, co-founder of 1UP Candy. “Launching 1UP Candy with an experiential sour candy challenge is the perfect way for Rug to traverse the screen and even build connections among his viewers as they experience candy together via social media.”
While Rug owns a part of FaZe Clan, your financial performance investors have been disappointed. Owning a tangible product independent of FaZe will help Rug diversify his holdings.
1UP Candy is incubated by VO/Da talent entrepreneurship studio that helps build, finance and operate businesses with iconic talent.
“As a leading talent entrepreneurship studio, we are honored to co-found 1UP with such an incredible creator and entrepreneur as FaZe Rug,” said Michael Schenker, VO/D Co-Founder. “The candy industry is ripe for innovation, unique flavors, and experiences that speak authentically to Generation Z. This is the first of many talent-driven companies we will launch.”
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