Oh Henry! Level Up - Turning Chocolate Into Digital Currency

With the goal of building relevance with younger audiences, the Oh Henry! Level Up bar was specially formulated and launched to satisfy Gen Z gamers’ fiercest snacking needs. Campaign objectives were to get on Gen Z’s radar, drive engagement/credibility, and generate sales. To super-charge the brand's association with gaming and provide an enhanced experience to gamers, UM partnered with Twitch to create a GLOBAL-FIRST innovation. The campaign literally transformed Oh Henry! Level Up from a chocolate bar into a digital wallet and social passport for gamers. The campaign smashed industry performance benchmarks, drove outstanding sales, and cemented Oh Henry! Level Up’s position as THE gamer's chocolate bar.