CANDY ROCKET PROJECT

TitleCANDY ROCKET PROJECT
BrandUHA MIKAKUTO CO.
Product / ServicePUCCHO CANDY
CategoryA01. Use of Promotional Events & Stunts 
EntrantPYRAMID FILM Tokyo, JAPAN
Entrant Company PYRAMID FILM Tokyo, JAPAN
Advertising Agency HAKUHODO Tokyo, JAPAN
Media Agency HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Production Company PYRAMID FILM Tokyo, JAPAN

Credits

Name Company Position
Taro Umemura HAKUHODO INC. Executive Creative Director
Takao Yanagi HAKUHODO DY MEDIA PARTNERS INC. Creative Director
Kanako Ishioroshi HAKUHODO INC. Creative Director
Hiroshi Okamoto HAKUHODO INC. Planner
Yuki Yokoi HAKUHODO INC. Planner
Yuhei Ito HAKUHODO INC. Art Director
Eriko Iida ADWAGON Designer
Yoshitaka Kitagawa HAKUHODO INC. PR Director
Manami Ishii HAKUHODO PRODUCTS INC. PR Planner
Yusuke Gawazawa WINDWARD INC. PR Planner
Ai Suzuki HAKUHODO INC. Creative Producer
Yutaka Wada AKITA UNIVERSITY Professor
Hiroaki Akiyama WAKAYAMA UNIVERSITY Professor
Seiichi Sakamoto NATIONAL ASTRONOMICAL OBSERVATORY OF JAPAN Professor
Masataka Kuroda SOUKI SYSTEMS CO.,LTD. Rocket Engineer
Hiroshi Kawabata AKITA UNIVERSITY Rocket Engineer
Takeshi Kushida PYRAMID FILM INC. Director
Takeshi Kasuga PYRAMID FILM INC. Producer
Masahiro Suzuki FREELANCE 1 Videographer
Kota Tanaka HAKUHODO I STUDIO INC. Web Producer

Brief Explanation

Japanese confectionery maker, UHA, led the experiment to launch a hybrid rocket using candies as its fuel as a promotional campaign for the candy brand, "Puccho."

The Brief

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. UHA stood up to the crisis as the leading company in the Japanese confectionery industry. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Experts including university professors, an aerospace scientist, and engineers were gathered from across the nation for the project. The team conducted numerous experiments over 2.5 years before finally bringing the idea to life, and succeeding to launch the rocket on March 7th.