3 Steps To Scale & Sale Your CPG/DTC Brand Like Sour Strips
How Maxx Chewning Grew Sour Strips & Sold To Hershey For Millions In Just 3 Years
What if I told you a YouTuber and entrepreneur took a sour candy brand from a side hustle to being acquired by Hershey’s for millions of dollars? That’s exactly what Maxx Chewning did with Sour Strips. His journey isn’t just inspiring—it’s a blueprint for building a brand that stands out in today’s crowded market.
Let’s break down the three key strategies Maxx used to create a brand that not only thrived but became an irresistible acquisition for one of the biggest names in candy.
1. A Differentiated Product: Winning the Shelf War
At the heart of Sour Strips’ success is the product itself. Maxx Chewning knew that to compete in the crowded candy aisle, his product couldn’t just be another sour candy—it had to be the sour candy. But differentiation doesn’t stop with taste; it’s also about packaging and design that grab attention and scream, “Pick me!”
Sour Strips stands out with its vibrant, playful packaging that directly appeals to its target demographic of younger, fun-loving consumers. From neon colors to bold typography, every design element was crafted to reflect the brand’s personality: fun, loud, and unapologetically sour.
Why does packaging matter so much? Studies show that 72% of consumers say a product's packaging design influences their purchasing decision. The Sour Strips packaging not only grabbed attention but also communicated the unique selling proposition (USP) of the product: bold flavors with a punch of sourness.
In addition, Maxx ensured the brand achieved product-market fit by identifying a gap in the market for sour candies that were more intense and flavorful than the competition. This concept of product-market fit, as highlighted in this insightful piece from First Round Review on how to find and measure product-market fit, was essential to their growth.
To understand the critical role of design in a brand’s success, look no further than Apple. An article by Lifewire on how design drives brand success explains how Apple’s design has influenced other brand’s decisions, as well as how it influences consumers. Maxx applied these principles to make Sour Strips’ visuals as iconic as the candy itself.
Lessons from the Sour Strips Packaging Strategy:
Know your audience: Sour Strips' loud and colorful design was tailored to resonate with younger, social media-savvy customers.
Communicate your USP visually: The packaging didn’t just look good—it told a story about the candy’s sour intensity and bold flavors.
Stand out on the shelf: In a market saturated with safe, generic designs, Sour Strips’ packaging became a competitive advantage.
For brands looking to replicate this success, check out this article from HubSpot on how packaging influences purchasing behavior provides actionable insights into crafting designs that attract and convert.
The Product-Market Fit Connection
Beyond packaging, Sour Strips nailed product-market fit by addressing a niche demand for a more intense sour candy. They listened to feedback, refined the product, and ensured it delivered on the promises its branding made. Without this alignment, even the most eye-catching packaging wouldn’t have mattered.
Here are a few resources you can dive into in regards to product market fit:
2. Mastering Influencer Marketing Before Launch
Maxx didn’t wait until the Sour Strips website was live to start creating buzz. Instead, he took a proactive approach by investing heavily in influencer marketing.
Maxx Chewning didn’t just dabble in influencer marketing either—he went all in. The kicker… he did this even before Sour Strips officially launched! Gusty, I know!
Maxx began sending thousands of free samples to influencers, both big and small. He wasn’t selective based solely on follower count; instead, he focused on building relationships with content creators who resonated with his target audience.
What’s remarkable is that he kept this strategy going week after week, year after year, even after Sour Strips became a well-established brand. This consistent effort turned influencers into brand ambassadors, keeping the buzz alive long after the launch hype.
The Power of Free Samples
Sending free samples may seem like a significant upfront cost, but it’s an investment in brand visibility. When influencers showcased Sour Strips to their audiences, it provided authentic social proof—something no ad campaign can replicate.
Why this strategy works:
Authenticity: Audiences trust influencers they follow and are more likely to try products they genuinely recommend.
Wide Reach: By sending samples to both macro and micro-influencers, Sour Strips was able to reach millions of potential customers across various niches.
Ongoing Exposure: Consistent outreach meant that new audiences were always discovering the brand, keeping Sour Strips top-of-mind.
This approach is supported by data: According to Social Media Today, 49% of consumers depend on influencer recommendations, and brands see an average ROI of $5.78 for every dollar spent on influencer marketing.
For a deeper understanding of this strategy, check out HubSpot’s guide to influencer marketing (read here).
Lessons From Other Brands
Sour Strips isn’t the only brand leveraging influencers effectively. Here are a few other notable examples:
Glossier: Built its cult-like following by sending free products to everyday beauty enthusiasts and small-scale influencers, proving that you don’t need big names to build a community.
Gymshark: Grew from a small fitness apparel brand to a global phenomenon by working with fitness influencers on Instagram and YouTube.
Daniel Wellington: Used Instagram influencers to drive sales, offering discount codes that made the watches feel exclusive and desirable.
An article by Forbes on how brands are using micro-influencers explains why smaller influencers can often have a higher engagement rate than their celebrity counterparts.
How to Work With Influencers Like Sour Strips
If you’re inspired by Maxx Chewning’s strategy and want to implement it for your brand, here’s a step-by-step guide:
Define Your Audience: Identify the demographics and interests of your target customers.
Find Relevant Influencers: Use platforms like Aspire, Upfluence, or HypeAuditor to find influencers whose content aligns with your brand values.
Offer Free Products: Reach out to influencers with personalized messages, offering free products in exchange for honest reviews or shoutouts.
Be Consistent: Don’t stop after your initial campaign. Build long-term relationships by continuing to send products and engaging with their content.
Measure Success: Track the performance of influencer posts using unique discount codes, affiliate links, or analytics tools like Google Analytics and Sprout Social.
For additional tips, Business News Daily offers an in-depth guide on how to work with influencers effectively.
A Long-Term Commitment
Maxx’s commitment to influencer marketing wasn’t a one-off stunt—it was a long-term strategy. By continuously reaching out to new influencers and nurturing relationships with existing ones, Sour Strips ensured a steady stream of exposure across platforms.
The key takeaway? Consistency is king. Brands that commit to building genuine relationships with influencers will see a higher ROI over time, just as Sour Strips did.
With the rise of TikTok and Instagram Reels, influencer marketing is more powerful than ever. Whether you’re launching a candy brand or a tech gadget, the principles Maxx Chewning applied can help your brand gain traction and build trust in a competitive market.
3. Disruptive Social Media Marketing
Maxx Chewning didn’t just rely on influencers and a great product to build Sour Strips—he created a social media strategy that broke the mold in the candy industry. From bold visuals to unique campaigns, Sour Strips used platforms like Instagram and TikTok to capture attention and build a community of loyal fans.
Unlike many brands in the candy aisle, which stick to traditional, family-friendly imagery, Sour Strips went bold and playful. The team leaned into colorful aesthetics, quirky humor, and engaging videos that resonated with their younger, social-savvy audience.
The Power of Visual Identity
One of the keys to Sour Strips’ success was its distinctive visual branding. Bright, neon-colored posts featuring the candy in creative settings helped the brand stand out in crowded social feeds. They also made Sour Strips instantly recognizable, which is critical for building brand recall.
Studies show that consistent branding across all platforms can increase revenue by up to 23%, according to an article by Lucidpress. Maxx Chewning’s approach demonstrates how investing in unique and consistent visuals can pay off big time.
For more on visual branding and how to create a cohesive look for your business, check out my article on How to Nail Visual Branding for Social Media on SocialCrewe.com. You’ll find actionable tips and examples from brands like Sour Strips and others.
Building Campaigns That Click
Sour Strips didn’t just post pretty pictures—they built campaigns designed to engage their audience and drive interaction. For example:
Interactive Content: Fun quizzes and polls that let followers engage directly with the brand.
Relatable Memes: Sour Strips leaned into trending memes, connecting with their audience in a casual, authentic way.
Behind-the-Scenes Content: Sharing Maxx’s journey as an entrepreneur helped humanize the brand and foster a sense of community.
Social media campaigns were also designed to capitalize on viral trends. Sour Strips embraced TikTok challenges and short-form video content, which allowed them to connect with millions of users in an organic and shareable way.
If you’re interested in crafting your own viral campaigns, check out Marketing Examined’s resource on Social Media Campaigns That Drive Engagement.
Lessons From Sour Strips’ Social Media Strategy
Here’s what brands can learn from Maxx Chewning’s approach:
Be Different: Don’t settle for industry norms—find a way to make your social media presence unique.
Invest in Quality Visuals: Sour Strips didn’t just post content; they posted content that popped.
Stay Consistent: Posting regularly and engaging with followers helped the brand build a loyal community.
Capitalize on Trends: Jumping on viral moments kept the brand relevant and boosted its reach.
For a detailed look at using TikTok for brand growth, read my article on TikTok Marketing Hacks for Small Brands on SocialCrewe.com. It includes case studies and actionable insights for brands looking to leverage short-form video.
The Role of Community Building
One of the most underrated aspects of Sour Strips’ strategy was community building. By engaging with followers, responding to comments, and resharing user-generated content, the brand created a sense of belonging. Customers didn’t just feel like buyers—they felt like part of the Sour Strips journey.
To dive deeper into how brands can create loyal communities online, explore Marketing Examined’s article on Building Brand Loyalty Through Social Media.
Final Takeaway
Sour Strips’ social media success is a lesson in creativity, consistency, and boldness. Maxx Chewning didn’t just build a product—he built a story, a community, and a brand that stood out on every platform. By embracing unique visuals, engaging campaigns, and a personal touch, Sour Strips captured the attention of millions and ultimately landed a major deal with Hershey’s.
For more insights on building a disruptive social media strategy, browse my archive of articles on SocialCrewe.com, or check out Marketing Examined’s extensive resources on branding and campaign strategies.
A Lesson for Every Entrepreneur
Maxx Chewning’s Sour Strips success isn’t just a candy story—it’s a marketing masterclass. He created a differentiated product, built hype through influencer marketing, and exploded his social presence through creative campaigns. Each of these strategies worked together to create a brand that not only captured consumer attention but also attracted a major buyer like Hershey’s.
If you’re building a brand, take a page from Maxx’s playbook. Invest in product quality, leverage the power of influencers, and create a social presence that’s impossible to ignore.
Sour Strips’ story is proof that creativity, strategy, and boldness pay off. Whether you’re launching your first product or scaling your business, these principles can help you build something truly remarkable. Take the leap, and who knows—your brand could be the next to make headlines.
Resources and Links:
Learn more about the Hershey’s acquisition of Sour Strips here.
Check out Maxx Chewning’s inspiring journey on his YouTube channel.
Interested in the power of influencer marketing? Read this guide to influencer strategies.
