How Ryan Trahan is Taking Down MrBeast

Summary

In this video, popular YouTuber Ryan Trahan discusses the launch of his new candy brand, Joy Ride. Ryan explains his motivation behind starting Joy Ride, deciding to partner with an existing candy company rather than build from scratch. He positions Joy Ride as a mainstream, gender-neutral brand with appeal to his broad audience. Ryan elaborates on the cinematic video he used to announce Joy Ride, taking an unconventional approach to stand out. Comparing to category leaders Feastables and Prime, Ryan aims to leverage short-form social content and authentic integrations. Looking ahead, he sets ambitious goals for Joy Ride to become a leader in the candy aisle using quality ingredients. While not directly competing, Ryan is inspired by MrBeast's success with Feastables as a benchmark.

Takeaways

• 😊 Ryan recently launched a new candy brand called Joy Ride
• 🍬 Joy Ride's first product is a blue raspberry candy with no artificial colors or ingredients
• 📈 Joy Ride sold out within 5 days of launch
• 👪 Ryan positioned Joy Ride to appeal to his broad mainstream audience
• 🔬 Ryan is targeting the candy market which has repeat purchases and a massive size
• 🎥 Ryan launched Joy Ride with a surprise cinematic video to catch his audience's attention
• 📱 Ryan is focused on creating engaging social media content for Joy Ride
• 🍫 Ryan sees Mr Beast's Feastables as inspiration but wants Joy Ride to stand out with taste and no artificial ingredients
• 🚀 In 5 years, Ryan wants Joy Ride candy sold in main candy aisles nationwide
• 🤝 Ryan is open to collaborations between Joy Ride and other creators or brands

Q & A

What was Ryan's first business idea before starting Joy Ride?

Ryan's first business idea was a fun drink, but he decided not to pursue that since drinks are difficult to ship. He then pivoted to candy with Joy Ride.

Why did Ryan decide to partner with an existing company rather than build Joy Ride from scratch?

Ryan didn't have enough time to build Joy Ride from scratch while also focusing on creating YouTube videos. Partnering allowed a small team to run Joy Ride while Ryan focuses on content.

How did Ryan promote the launch of Joy Ride?

Ryan released a highly produced, cinematic video announcing his partnership with Joy Ride. This unexpected video format caught his audience's attention.

What makes candy a good product for mainstream YouTubers like Ryan?

Candy has a very broad appeal since anyone can enjoy it. It also drives repeat purchases more frequently than most products.

How is Ryan positioning Joy Ride's brand?

Ryan is positioning Joy Ride as an authentic, downtoearth brand that focuses on highly engaging social media content rather than over-the-top marketing stunts.

What is Ryan's long term goal for Joy Ride?

Ryan wants Joy Ride to be stocked in the regular candy aisle at stores everywhere. He also hopes to influence the wider candy industry to remove artificial colors and ingredients.

How does Ryan plan to integrate Joy Ride into his YouTube channel?

Ryan plans simple, organic integrations like going to buy Joy Ride at a store in his travel videos rather than anything overly promotional.

Would Ryan ever collaborate with MrBeast's Feastables?

Ryan thinks it's more realistic to collaborate with other creators on custom Joy Ride flavors rather than directly with Feastables.

What is Joy Ride's main value proposition?

Joy Ride's main selling point is having no artificial colors or ingredients while still prioritizing great taste.

How does Ryan plan to compete with Feastables?

Ryan believes he must focus on simply making the best tasting candy to stand out from Feastables.

Outlines

00:00

😊Ryan's journey from water bottles to Joy Ride candy

This paragraph describes how Ryan Trey initially tried launching a drink before realizing shipping was too hard. He then explored starting a candy company, learning he could either start from scratch or partner with a team. He chose to partner to launch Joy Ride candy.

05:02

🎥Ryan films an epic cinematic video to launch Joy Ride

This paragraph discusses the uniquely high-production launch video Ryan made for Joy Ride to show his passion and stand out. It garnered millions of views but his channel normally has simpler videos.

10:04

👍Ryan takes inspiration from Feastables' social media success

This paragraph highlights how Ryan has focused Joy Ride's social media presence on engaging, high-quality shorts like Feastables. So far it's working - they've gained followers and views.

15:07

😼Ryan won't try to take down Feastables, but will make the best candy

This last paragraph has Ryan clarify he's not trying to directly compete with Feastables' scale. But he'll focus on making Joy Ride the best quality candy, potentially influencing big brands over time.

Keywords

💡cpg

cpg stands for consumer packaged goods, which includes food, drinks, paper products, and more that are bought regularly and have a short lifespan. Ryan discusses launching Joy Ride as a cpg because cpgs are lucrative due to frequent repeat purchases and a very broad target market.

💡product-audience fit

When launching a product as a creator, it's important to consider product-audience fit - whether your audience would actually want the product you're selling. For example, it wouldn't make sense to launch a financial course if you make gaming videos. Joy Ride's candy is a good fit for Ryan's broad, mainstream audience.

💡high production video

Ryan launched Joy Ride with a surprise, highly cinematic video very different from his usual content. He did this to show his passion for Joy Ride and catch his audience's attention in an unexpected way.

💡market cap

Market cap refers to the potential market size for a product - i.e. how many people might buy it. Joy Ride has a huge potential market (anyone who eats candy) compared to Ryan's past products like water bottles, making its success more likely.

💡short-form content

Ryan discusses how Feastables has really good, engaging short-form content that inspires him to also create great shorts for Joy Ride's social media. Shorts help promote brands and products.

💡integration

Creators can integrate their products into their own YouTube videos to authentically promote them. Ryan talks about going to buy Joy Ride in stores as an easy, organic integration idea.

💡no artificial colors/ingredients

A key value proposition Ryan highlights for Joy Ride is that it contains no artificial colors or ingredients, setting it apart from other mainstream candy brands that do.

💡changing the candy aisle

One of Ryan's long-term goals is for Joy Ride's success to inspire bigger candy brands to remove artificial colors and ingredients from their products too, changing the candy industry.

💡competing with MrBeast

Ryan doesn't see himself as directly competing with MrBeast's Feastables. He just aims to make the best candy possible and differentiate through no artificial ingredients, not trying to beat Feastables' scale.

💡collaboration

Ryan discusses potential future collaborations between Joy Ride and other creators to make special flavors, similar to what Feastables has done.

Highlights

Ryan recently released a video announcing his new candy brand Joy Ride to his 15 million YouTube subscribers

Ryan decided to partner with an existing candy company for Joy Ride rather than build it from scratch himself

As Chief Creative Officer, Ryan focuses on content creation and marketing for Joy Ride

Joy Ride had a successful launch, selling out in the first 5 days

The cinematic video Ryan made to announce Joy Ride got nearly 8 million views

Candy has a very large market cap since people buy it frequently

Ryan sees a 5 year vision for Joy Ride, much longer than his past business ventures

Ryan wants Joy Ride to inspire other candy brands to remove artificial colors

Ryan focuses on authentic and engaging social media content for Joy Ride, different from MrBeast's extravagant marketing

Ryan wants Joy Ride to be in the regular candy aisle in stores, not in a 'better for you' section

The main value prop for Joy Ride is taste, followed by no artificial colors/ingredients

Ryan sees MrBeast as less of a competitor and more as an inspiration for success in candy

Ryan is open to collaborating with other creators on custom Joy Ride flavors

To beat MrBeast, Ryan just needs to make the best candy on Earth

A collaboration between Joy Ride and Feastables isn't likely but would be interesting

Transcripts

so what's your plan on taking down Mr

Beast and Feasta it's simple first that

is Ryan trean about to tell me how his

new candy brand Joy Ride is going to

take down Mr Beast and Feasta Ryan

recently released this video announcing

to his audience of almost 15 million

that he was going to be starting a new

Candy Company Joy Ride in this video I

chatted with Ryan about how he launched

Joy Ride the future and of course how he

plans on taking down Mr Beast so we're

here with Ryan tread creator of joy ride

and we're going to be going on a joy

ride to McDonald's for a little

drive-thru so Ryan talk me through the

first time you thought of joy ride and

the whole process behind actually

beginning to get involved with joy ride

the first idea I ever had to make a

snack was a fun drink I looked into it

for several months turns out drinks are

very hard to ship I don't know how Prime

is doing it they're really killing it

right now but everyone I talked to was

like don't get into the drink space I

was like what else could I do and that's

when I started the process with joy ride

so I thought about all my options of how

to start a candy brand I find out

there's multiple ways to get into this

whole cpg Space we need a Tyler talk

green screen to explain what cpg means

cpg stands for a consumer packaged good

and it includes food drinks paper

products and more if it's bought

regularly and has a short lifespan

chances are it's a cpg cpgs are a

lucrative Market because repeat

purchases are very frequent and the

market is extremely broad for Youtubers

with large audiences like Ryan and many

more cpgs are the perfect business to

start because they could be sold to

everyone and everyone many many times

over again the two most prominent cpg

Creator brands are febles and Prime

owned by Mr Beast and Logan Paul and KSI

respectively but there are many other

others like Chamberlain coffeee by Emma

Chamberlain happy Dad by Neel and osmo

salt by Nick D Giovani showing how wide

spread cpgs have become in the Creator

space Ryan's Joy Ride is the newest

addition to Creator Le Brands there are

two different ways for a Creator to get

into the cpg business first you could

start it all internally like Mr Beast

did with febles owning 100% of the

equity at least at the beginning or you

can partner with a team to help help you

build it out like Logan Paul and KSI did

with prime owning a certain percentage

of the equity let's see which one Ryan

did I could either start this business

from scratch invest tons of money myself

or I could try to find a pre-existing

company that I'm passionate about and

like and try to partner up with them and

Joy Ride ended up being the second

version which was perfect because I've

started a ton of businesses in my life

and most of the time I never have enough

time to make them survive because I'm

just making YouTube videos and spending

all my time doing that so Joy ride's

perfect because there's like a small

team running Joy Ride for the most part

and I get to focus on content which is

nice would you call yourself like the

chief creative officer Chief marketing

officer yeah technically my title is

Chief creative officer which is sick

incorporate speak yeah I'm a chief

that's so cool sea site baby you made

yeah I'm in the sea site so why do you

feel like Joy Ride is like a good

product audience fit for your specific

audience when launching a product as a

creator the most important thing to

consider is product audience fit for

example if you were making gaming videos

it would never make sense for you to

launch a financial education course when

you're making Niche content it's usually

pretty easy to figure out what products

to sell if you make reading videos a

bookmark is a logical product if you

make running videos athletic wear makes

a ton of sense however when you're

making super mainstream videos like Ryan

you basically need to launch a product

that is as broad as possible anyone

regardless of age or gender should be

interested in buying your product that's

what makes candy such a perfect fit for

Ryan but let's let him break it down a

little more joy ride branding wise is

pretty unisex it doesn't feel too

masculine doesn't feel too feminine like

YouTube I think it's like 60/40 male

dominant which most channels are on

YouTube I think whenever I launched Joy

Ride I had very low expectations of how

the audience would receive it and it

ended up doing better than my

merchandise on the first day and I was

like oh okay this could actually be a

good fit by day five we sold out let's

talk about the launch because the video

you used to launch it was completely

different than any of your other videos

yeah what was like the ideation behind

making like a full scale movie pretty

much Ryan released this video my last

video on February 13th basically

announcing that he was going to be

partnering with Joy Ride what made this

video unique was that it was a cinematic

Masterpiece especially compared to the

videos that he usually makes the

clickbait absolutely worked with the

video hitting 388,000 views in 1 hour

and eclipsing 2 million views within 8 1

out of 10 right off the bat the video

has now faded to a 6 out of 10 but

regardless over 7 million people have

watched this product launch video

essentially an ad and people were

shocked by the quality of the video

shout out this sticks guys let's see why

Ryan decided to launch Joy Ride in this

cinematic way basically a lot of

creators have launched products but I

just feel like a lot of creators don't

have their heart in the products that

they launch and I wanted to show the

world and my audience I am so sold out

for Joy Ride Like I'm just so passionate

about it I just thought like what would

catch my audience offg guard completely

and it's absolutely a high production

thing because my channel is not high

production you have launched multiple

things before in the past

yeah howdy as I'm wearing right

nowed and then also long long time ago

Neptune and Hydra she Ryan's first brand

that he started was called Neptune which

sold water bottles and it was started

before he even began YouTube he ended up

making running videos which made Neptune

the perfect product to sell after

Neptune Ryan started his First Merch

line called Hydra most YouTubers usually

begin their product journey by selling

clothes

but Hydra ended up folding a few years

ago most recently Ryan launched howdy

howdy as a new clothing line there were

a few launches here but we haven't seen

a new drop in about 6 months so I wanted

to know W and make joy ride last since

all the other brands have gone inactive

what makes you more passionate about Joy

Ride than Neptune or howdy or anything

in the past I'll tell you right after I

getting the iced coffee I'll get a

medium shamrock shake and then a vanilla

iced coffee I wouldn't say the

difference between all the things I've

started is a question of passion

everything I've ever started I've been

super passionate about especially

Neptune like that was my first business

ever YouTube started to promote Neptune

right yeah I literally started my

channel to try to get more eyes on my

Neptune bottles it's really interesting

because I think Joy Ride is the first

one where I have a vision past the first

6 months whenever I do something I

really do give 100% effort but that

doesn't necessarily make it a good idea

a good idea needs a relatively High High

market cap to work market cap is

essentially how big the market is for

buying the product that you want to sell

if the market capab is small you're

obviously not going to make a lot of

sales let's use Ryan's past businesses

as examples for Neptune the water bottle

Market is extremely limited there's only

so many people who use a water bottle

and it's a purchase you make maybe once

a year for Hydra and howdy the market

cap is a little bit bigger everyone

needs clothes but it's still not that

common of a buy you might buy a new

shirt once a month or so however for Joy

Ride the market cap is the biggest yet

anyone can eat candy and it's a purchase

you can make several times a week if you

want it to this gives you the potential

for tons of sales years and years down

the line I think with joy ride I see the

vision for like 5 years and that's not

even that long in the grand scheme of

things but it's by far the longest I've

been able to look out and we got coffee

on the way artificial flavors right

there let have some artificial colors in

there a lot of creators have launched

cpgs lately why do you think so many

different creators are getting into cpgs

I think that people do things all the

time yo wait that makes so much

sense waa new car who did Tyler just

stole my car I have a car mount guys

this is only the sixth video on the

channel times are tough so who in the

cpg space do you feel like is doing it

well and uh how can Joy Ride learn from

them obviously febles in Prime they're

doing good they're doing really well

let's have a little bit deeper into

Prime and Feasta bles since these are

the two clear Market leaders Prime was

launched on January 4th 2022 in an

Instagram live video with Logan Paul and

KSI these two were boxing Rivals for

year before so them coming together as

business partners made for the ultimate

story very quickly Prime took over

there's infinite YouTube videos out

there about Prime and Prime hit $1.2

billion in sales in 2023 febles was also

launched in 2022 with the three original

flavors having 10 golden tickets in them

with the chance to compete in a Mr Beast

video I built willly Wonka's chocolate

factory Feasta was almost immediately in

Walmart and quickly added 7-Eleven

Target and many more to the list super

recently Feast went through a whole

Rebrand moving away from a healthy

product to more of just what tastes best

so with Joy Ride Now launch what can

Ryan learn from Prime and febles I think

I was actually really inspired by

feasable shorts like I think a lot of

Brands not even just Creator Brands but

a lot of companies just have the most

boring social medias ever it's it's like

they're actually just AI generated

content I've always been passionate that

even brand accounts should have content

that's engaging I think febles makes

really good short form content and I was

really excited to have a brand and a

product that I could do good short form

content for so far Joy Ride has been on

a tear with short form content Joy Ride

has gained 40,000 followers on Instagram

since partnering with Ryan and Ryan has

been consistently pushing shorts on his

YouTube channel about Joy Ride these

shorts aren't doing bad either with a

lot of them gaining over 1 million views

a piece with the reach and recognition

that Ryan has on YouTube short form

content should be easy but what's the

deeper strategy that Ryan has with Joy

Ride what would be like the overall

marketing strategy behind Joy Ride

literally my job at Joy Ride is

marketing so I feel like a big

responsibility to have joy ride be like

the best brand account on the internet I

think it's the same principles that make

a good YouTube channel just good stories

engaging content good editing good

Concepts I just want to put as much

energy into highly engaging content as

possible so how are you going to

integrate Joy Ride directly into your

content I'm always thinking whenever I

work at the brand like man what would I

do if I had my own product how would I

integrate it I have a video coming out

in a few days that is my first Joy Ride

integration I can just talk like a

normal human being instead of trying to

have talking points I'm probably not

going to have these like crazy you know

Sensational spectacles like I've seen

some of the febles ones whenever we get

into stores I I'm really excited to have

Integrations where I'm like doing a

hotel video or some something and I get

to go into a store and buy Joy Ride Like

That feels so natural so organic it's

really important here to point out the

difference between Mr Beast and Ryan Mr

Beast goes for over-the-top extravagance

while Ryan has branded himself as the

authentic downto earth guy who just

happens to make YouTube videos you can

see these two personas is objectified in

the marketing behind the two candies Mr

B spends thousands of dollars on the

shorts promoting febles while Ryan does

literally quite the opposite spitting on

the face of spending money on marketing

Ryan's Integrations will be very simple

just take his Apple Vision Pro video as

an example he can easily promote Joy

Ride by just going to Target to buy the

candy and it feels so authentic the

question is would Ryan ever put Joy Ride

in another cre Creator hands would you

ever sponsor another Creator dude I'm

already thinking about it I was just

thinking how cool it would be to have

joy ride sponsor some creators I'm a fan

of I guess it all comes down to if it

makes sense and if we have money for it

hopefully I do enough for joy ride to

where we don't have to spend any money

on marketing you saw Prime is sponsoring

like Patrick Mahomes and crazy athletes

I don't know how much that costs biggest

teams in the world yeah it's so crazy

but because they have Logan and KSI they

have extra money for doing this

but I feel like a lot of Brands don't

have it because they're typically

spinning it on ads where do you see Joy

rod in like 5 years where do you want to

build it to be C my ambitious goal with

joy ride is it's not in some weird

better for you candy section I want it

to be in the candy aisle everywhere you

go new candy brands do not just pop up

there like it really is just these

Giants that have stayed there forever so

that's number one Joy Ride in the

regular candy aisle the other goal which

is honestly like more exciting to me is

changing the candy aisle as a whole blue

raspberry has no artificial colors it

would be so cool if other candy brands

start picking up on that and they're

like maybe we should take out our

artificial colors it's obviously really

ambitious cuz it's asking a lot to ask

Skittles or like these major candy

brands to change what they've been doing

for so long but that's how we could

change an entire industry 5 years that

might be a little ambitious but I could

see it happening I was going to ask what

Joy ride's biggest value prop is but it

seems pretty self-evident like healthy

or candy do you agree for me the number

one thing I see is valuable is no

artificial colors and ingredients

however we did a survey a lot of people

said their number one value that they

liked about Joy Ride was taste I would

say artificial colors and ingredients

was like three and four at the end of

the day cand is supposed to taste good

true so I really just want joy ride to

be the best candy and by the way it has

no artificial colors and artificial Bon

cuz that's what I want from the candy

aisle overall you should be able to

enjoy candy and not regret it so what's

your plan on taking down Mr Beast and

Feasta it's simple first I go

to Jimmy and I are in completely

different Lanes also I think his goal

with Feasta bles is so much bigger than

my goal with Joy Ride not saying I don't

have a big goal with joy ride but he's

just Mr Beast and he wants it to be

bigger than Hershey's he already has

Carl gummies so kind of we are

competitors so maybe we could be

competitive about it competing with Mr

Beast I don't know if they have

artificial colors

and I think they are kind of like lower

calorie less sugar so it is like

actually the most direct competitor I

have the only thing I can do to separate

myself is make better candy than him

I've got to make the best candy on Earth

could you ever see like some sort of

collaboration between Joy Ride and Fe

that would actually be really cool but I

feel like there's it's more reasonable

to think of collabs with like creators

and flavors so it's more realistic Mark

Rober flavor like a space flavor with

Mark we've seen this with Mr Beast bger

launching the dream burger or even KSI

and Logan Paul creating new custom

flavors for a new team or athlete that

they sponsor could we see an ARA Pizza

gummy or an Isaiah photo energy gummy

for Joy Ride only time will tell thanks

Tyler talks get a uh go get a car mount