|Title||CANDY ROCKET PROJECT|
|Brand||UHA MIKAKUTO CO.|
|Product / Service||PUCCHO CANDY|
|Category||A01. Use of Promotional Events & Stunts|
|Entrant||PYRAMID 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|
|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|
|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|
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."
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.
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.
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.