A year ago, Ryan Trahan set a wild goal: make his candy brand, Joyride, the top-selling candy at Target.
And he did just that.
Joyride recently hit #1 non-chocolate candy brand at Target — ahead of Skittles, Sour Patch Kids, Starburst, and Nerds.
Modern Marketing
Trahan took a different approach to marketing Joyride. He gamified it into a full blown campaign to become #1.
When Joyride launched at Target in June 2024, it was shoved on the bottom shelf in a three-month trial.
So Trahan turned the struggle into a story. Every time Joyride rose in Target’s rankings, he turned it into content.
Fans were asked to buy Joyride, tag the brand with "🧗♂️" emojis, and help “climb” above competitors.
By January 2025, Joyride cracked the top 3. By March, it hit #2. And by September, it was #1.
Trahan celebrated with a candy truck giveaway and a message to fans:
“Becoming #1 is cool, but seeing the smiles on your faces while holding our candy is the greatest joy of all," he said.
Side Quests
Trahan kept fans hooked with mini-challenges along the climb:
Our Take
Other creators like Brent Rivera are already using this playbook with his chip brand Levels, positioning it as a healthier Doritos rival and urging followers to “help us pass Doritos.”
Why does it work so well?
For fans, it’s not just about buying candy or chips. It’s about being part of the squad.
Every tag, every emoji, every post is social proof. It’s a way to belong and show you were part of the climb.
That’s the real unlock: creator CPG turns marketing into community. And when the win feels shared, fans will push just as hard as the founder to get it there.