How Ryan Trahan is Taking Down MrBeast
Summary
TLDRIn 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
😊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.
🎥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.
👍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.
😼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.
Mindmap
Keywords
💡cpg
💡product-audience fit
💡high production video
💡market cap
💡short-form content
💡integration
💡no artificial colors/ingredients
💡changing the candy aisle
💡competing with MrBeast
💡collaboration
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
5.0 / 5 (0 votes)