TRIP, the London-founded calming sparkling drinks brand, is deploying its largest marketing investment to date — a multi-talent TV commercial and global out-of-home campaign — as the brand races toward $200 million in 2026 revenue and cements shelf presence at Target, Whole Foods Market, and other national retailers across the U.S.
The campaign, titled "Calm in the Chaos," stars newly appointed Global Ambassador and equity shareholder Kendall Jenner, alongside investor and pop star Joe Jonas and Gen-Z creator Madeline Argy. All three are characterized as long-time customers who have taken equity stakes in the brand, which TRIP says is currently valued at $550 million. The creative runs on broadcast television in both the U.S. and U.K., with out-of-home placements stretching from New York's Times Square and Hollywood Boulevard to London, where TRIP was founded in 2019.
Retail Footprint & Velocity
TRIP ranks as the fastest-growing sparkling drinks brand in the U.S. year-to-date through July 12, 2026, according to SPINS data covering total U.S. MULO accounts with at least $500,000 in prior-year sales — a threshold that reflects meaningful shelf penetration rather than emerging-brand novelty. The brand is distributed nationwide through leading supermarkets, natural and specialty retailers, and hospitality accounts, with Target and Whole Foods Market serving as anchor mass and natural channel doors. For category managers, the combination of high-profile ambassador equity and a TV-backed media plan signals an aggressive push for incremental TDP and improved planogram positioning heading into 2027 resets.
The campaign's social component — bespoke content for TikTok and Instagram launching in September — adds a scan-driving layer that complements the broadcast spend. TRIP generated more than one billion global impressions across both platforms in the past year and has emerged as one of the most-purchased beverage brands on TikTok Shop globally, a channel that increasingly converts discovery into retail velocity for better-for-you beverages.
Category Context
The timing reflects a broader functional beverage shift. Per SPINS, calming drinks are now the fastest-growing functional beverage category in the U.S., outpacing gut health, protein, and hydration segments — a notable inversion from the category order that dominated planogram conversations as recently as 2024. Separately, Toluna consumer research cited by TRIP indicates U.S. shoppers now rank mental wellbeing as their top health priority after weight management, providing retailers with a demand-side rationale to allocate incremental shelf space to the calming segment.
TRIP Co-Founder and CEO Olivia Ferdi framed the campaign's strategic intent: "This campaign is about showing the world what we've always known — that TRIP isn't just a drink, it's a feeling, and a community. Collaborating with Kendall, Joe and Madeline — all genuine customers and fans of the brand — lets us tell that story in a way that feels real, playful and true to who we are."
The better-for-you segment has attracted intensifying competition as legacy soft drink brands and emerging startups alike pursue shelf space in the functional aisle. TRIP's equity-shareholder model for celebrity partners is a differentiated capital and marketing structure that ties talent incentives directly to brand performance, reducing the transactional feel of traditional endorsement deals and potentially deepening the authenticity of in-store and social commerce activations that grocery buyers increasingly evaluate during line reviews.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
