FaZe Rug launches creator-driven experiential 1UP Candy
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Brian “FaZe Rug” Awadis has launched 1UP Candy to craft experience-driven confections for his Gen Z audience. Rug is a co-owner of FaZe Clan and its largest YouTube creator with over 23 million subscribers.
Social media and shareability are baked into 1UP Candy’s launch strategy. The company’s first product is a sour gummy candy and a dare. To take on the “Sour Gummy Challenge,” fans must suck on three extreme sour gummies while attempting to keep a straight face for three minutes. If they choose to accept — 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 engage in developing a new candy that was designed to be fun and social, I jumped all over the opportunity,” said 1UP Candy co-founder FaZe Rug. “Anyone who knows me knows I love candy, and I love challenging my family, friends and fans to experience it with me.”
The Sour Gummy Challenge is only available on 1UP Candy.com for $18. Additionally, Cash App Card holders can access an exclusive pre-sale from May 17-20. The pre-sale includes a 20% discount and free shipping.
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1UP Candy sour gummies pack a sour punch that creeps up about eight seconds after the challenge begins. If you can’t handle the intensity, each packet comes with a neutralizer designed to end discomfort and protect your mouth. However, fans should consume the Sour Gummy Challenge
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