FaZe Rug launches creator-driven experiential 1UP Candy

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.