THE 505 PODCAST

169. How to Create Products People Beg to Buy ft. Maxx Chewning

Aug 21, 2025
Maxx Chewning, a fitness YouTuber and entrepreneur, founded Sour Strips, a candy brand recently acquired by Hershey's for $75 million. He shares how he transformed a $50,000 investment into a thriving empire, emphasizing the psychology behind branding and the power of small details. Maxx discusses the challenges of running a multimillion-dollar business without investors, the importance of product-market fit over follower count, and innovative influencer marketing strategies. His journey reveals valuable insights for budding entrepreneurs aiming to create passion-driven brands.
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ANECDOTE

How A $50K Launch Worked

  • Maxx funded Sour Strips with an initial $50,000 that covered launch inventory, influencer boxes, legal and labeling.
  • That upfront spend essentially fronted the first few launches and early restocks until revenue scaled.
ANECDOTE

Birthday Launch And Project XX Hype

  • Maxx built long-term hype as "Project XX" and launched on his 30th birthday to drive urgency.
  • He required fans to save $25 and used influencer unboxings to amplify the debut.
ADVICE

Use Thoughtful Promo Boxes

  • Send well-crafted promo boxes to influencers and ask only for an opening video to build organic compilations.
  • Include a small gift (e.g., $25 movie card) to create shareable moments and encourage posting.
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