# Functional Shot Brand Campaigns Ryde: x Heidi Montag Team Up to Challenge Wellness Extremes By Georgia Wray Norsten | Published 2025-05-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ryde-x-heidi-montag References: [ca-en.ryde](https://ca-en.ryde.com/)  [Ryde](https://www.trendhunter.com/trends/wellbeing-in-one-shot): x Heidi Montag are leading the charge in the brand’s bold U.S. debut with a cheeky, no-nonsense campaign titled 'Wellbeing Made Easier.' The global wellness shot brand has partnered with reality TV icon and mom-of-two Heidi Montag to challenge the overcomplicated, high-effort routines dominating today’s wellness culture -- with a humorous, refreshingly real alternative. The campaign features a trio of over-the-top skits, including 'Zap My T*ts,' 'Goat Yoga Relax,' and 'Crystal Booth Energize,' that parody popular wellness trends. Each piece positions Ryde:’s lineup of 2oz zero-calorie shots -- ENERGIZE, FOCUS, and RELAX -- as effortless, science-backed solutions that fit real life, not influencer fantasy. Montag’s unfiltered humor drives home the message that feeling good doesn’t need to be a chore, and wellbeing should meet you where you are. Now available online and at select retailers, Ryde: is bringing a taste-driven, ingredient-forward approach to functional supplements with powerhouse ingredients like green tea caffeine, L-theanine, B vitamins, and chamomile. Image Credit: Ryde: ## Trend Insights (Trend Hunter) - Score: 7.5/10 - Popularity: 92% | Activity: 91% | Freshness: 41% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Humorous Wellness Campaigns:** Leveraging humor in marketing campaigns, like Ryde: x Heidi Montag, disrupts traditional, high-effort wellness narratives by promoting accessible and relatable health solutions. - **Simplified Health Solutions:** Simplified wellness products that challenge complex and high-maintenance health routines offer consumers a straightforward approach to personal well-being. - **Celebrity-driven Brand Collaborations:** Collaborations with popular media personalities such as Heidi Montag provide a powerful platform for brands to resonate with a wider audience through relatable and engaging narratives. ### Industries Being Reshaped - **Functional Beverage Industry:** The rise of functional shots offers innovation opportunities by providing convenient, targeted health benefits without the need for complex routines. - **Wellness Marketing:** The wellness marketing industry experiences disruption as brands adopt humor and authentic storytelling to counteract unrealistic wellness expectations. - **Online Retail for Supplements:** With products like Ryde: available online and in select stores, the online supplement retail industry has room for growth through customer-friendly, ingredient-focused offerings. ## Related on Trend Hunter - [Pocket-Sized Wellness Shots](https://www.trendhunter.com/trends/wellbeing-in-one-shot.md) - [Functional Wellness Shots](https://www.trendhunter.com/trends/ryde-supplements.md) - [Transparent Functional Supplement Shots](https://www.trendhunter.com/trends/informed-choice.md) - [Pop Culture-Inspired Beverage Campaigns](https://www.trendhunter.com/trends/travis-kelce1.md) - [Synergistic Health Shots](https://www.trendhunter.com/trends/romr.md) - [Post-Class-Focused Wellness Campaigns](https://www.trendhunter.com/trends/sweat-it-out.md) - [Wellness-Minded Brand Initiatives](https://www.trendhunter.com/trends/found-bubbly.md) - [Functional Functional Health Shots](https://www.trendhunter.com/trends/functional-health-shot.md) - [Targeted Health Elixirs](https://www.trendhunter.com/trends/health-elixirs.md)