Tuesday, June 18, 2024

FaZe Rug launches creator-driven experiential 1UP Candy


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Brian “FaZe Rug” Awadis has launched 1UP Sweet to craft experience-driven confections for his Gen Z viewers. 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 Sweet’s launch technique. The corporate’s first product is a bitter gummy sweet and a dare. To tackle the “Bitter Gummy Problem,” followers should suck on three excessive bitter gummies whereas trying to maintain a straight face for 3 minutes. In the event that they select to just accept — and submit their experiences on TikTok or Instagram and embrace #1UPsourchallenge and their Money App $Cashtag — followers have an opportunity to win as much as $500.

“After I was approached to completely have interaction in growing a brand new sweet that was designed to be enjoyable and social, I jumped all around the alternative,” mentioned 1UP Sweet co-founder FaZe Rug. “Anybody who is aware of me is aware of I really like sweet, and I really like difficult my household, buddies and followers to expertise it with me.”

The Bitter Gummy Problem is just accessible on 1UP Candy.com for $18. Moreover, Money App Card holders can entry an unique pre-sale from Might 17-20. The pre-sale features a 20% low cost and free transport.


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1UP Sweet bitter gummies pack a bitter punch that creeps up about eight seconds after the problem begins. In the event you can’t deal with the depth, every packet comes with a neutralizer designed to finish discomfort and defend your mouth. Nonetheless, followers ought to devour the Bitter Gummy Problem responsibly. 1UP Sweet recommends followers with mushy tooth, delicate gums or gastrointestinal problems steer clear.

Creators understanding their viewers

The Bitter Gummy Problem is simply the primary product from 1UP Sweet. The corporate guarantees extra experiential, non-chocolate sweet merchandise that attempt to shock and problem followers with surprising flavors and textures. 1UP Sweet joins the rising listing of creator-driven merchandise designed for his or her viewers.

The Bitter Gummy Problem suits with Rug’s catalog of prank and problem movies. This type of problem is central to TikTok’s neighborhood. Rug already has 10.4 million followers on the platform along with 6.8 million on Instagram. 1UP Sweet permits FaZe Rug to monetize these followers straight and develop is viewers.

“Rug’s viewers watches his movies as a result of they’re artistic, enjoyable immersive experiences the place viewers really feel like they’re alongside for the trip. Two of his top-performing movies function him sampling wild, unique sweet,” mentioned 1UP Sweet cofounder Matt Weiss.  “Launching 1UP Sweet with an experiential bitter sweet problem is the proper manner for Rug to succeed in by the display — and even create connections amongst his viewers as they expertise the sweet collectively through social media.” 

Whereas Rug does personal a chunk of FaZe Clan, its financial performance has underwhelmed traders. Proudly owning a tangible product unbiased of FaZe will assist Rug diversify his holdings.

1UP Sweet is incubated by VO/D, a expertise enterprise studio that helps construct, fund and function companies with iconic expertise.

“As a number one expertise enterprise studio, we’re honored to be cofounders in 1UP with such a tremendous creator and entrepreneur in FaZe Rug,” mentioned Michael Schenker, cofounder at VO/D. “The sweet sector is ripe for innovation, distinctive flavors, and experiences that authentically converse to Gen Z. That is the primary of many talent-led companies that we are going to be launching.”

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