TRIP is a low-calorie, calming sparkling drink made by TRIP and infused with magnesium and botanicals, featuring a global TV and billboard campaign fronted by Kendall Jenner alongside Joe Jonas and Madeline Argy. The product positions itself as a beverage that helps consumers find brief moments of calm amid daily chaos with a fizzy, botanical-forward formula.
The commercial uses playful vignettes that send each talent to a stylized "happy place" after a sip: Joe surrounded by puppies, Madeline finding balance in a party scene, and Kendall reclining in a surreal sunset seascape. The campaign coincides with the trio joining as equity shareholders, a $550m valuation for the brand and TRIP's availability across major retailers as it tracks toward $200m in 2026 revenue. TRIP is pitched as an alcohol-alternative evening option and a social lubricant for people who want to unwind without booze, making calm more accessible in cans.
As a better-for-you sparkling beverage in the new "calm in a can" category, it offers a sensory ritual and a clear functional benefit for consumers seeking nonalcoholic ways to reset.
Image Credit: TRIP
What's Driving This Trend
- Calm-in-a-can Beverages
- Functional sparkling drinks are carving out new shelf space by combining relaxation cues, low-calorie formulas, and convenient rituals for consumers seeking accessible stress relief.
- Celebrity Equity Campaigns
- Star-backed ownership models are reshaping beverage marketing by blending cultural influence, investor credibility, and mass-media visibility into brand acceleration.
- Alcohol-alternative Social Rituals
- Nonalcoholic drinks with mood-focused benefits are expanding evening consumption occasions for consumers who want social ease without traditional alcohol.
Who This Affects Most
- Functional Beverages
- Magnesium, botanicals, and sensory positioning are creating premium product opportunities within drinks that promise targeted wellness benefits.
- Nonalcoholic Drinks
- Sober-curious consumption patterns are widening demand for sophisticated alternatives that deliver adult social experiences without intoxication.
- Wellness Marketing
- Emotion-led campaigns are turning everyday stress management into a lifestyle category where brands can link mental wellbeing with mainstream retail appeal.
