TRIP put "calm" on national TV 14 months after UK regulators ruled against several health claims made for its drinks.
The brand's new "Calm in the Chaos" campaign stars Kendall Jenner, Joe Jonas, and Madeline Argy.
All three have joined TRIP as equity shareholders, with the brand valued at $550 million in 2026.
The campaign runs across TV, billboards, TikTok, and Instagram in the U.S. and the U.K.
Global out-of-home placements include Times Square and Hollywood Boulevard.
The timing follows the ASA's July 2025 ruling on TRIP's own website, which upheld all three issues investigated.
Two of those issues covered claims linking the drinks to reduced cortisol, feelings of calm, anxiety, and stress.
The third covered the product's "0g added sugar" nutrition claim.
TRIP then told the ASA it removed the claims while seeking external advice.
But the brand "hoped to be in a position to make the claims in the future."
Olivia Ferdi, TRIP co-founder and CEO, said in a press release that the campaign reflects the brand's view that calm can exist within a full life.
"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," Ferdi added.
Celebrity-owned brands rarely separate the endorsement from the balance sheet, and TRIP is no exception.
Equity has become the standard structure for talent deals in drinks, since a stake keeps the spokesperson invested after the campaign fee clears.
TRIP ends up with two layers, with magnesium holding the regulated claim and shareholders supplying the feeling.
3 Equity Shareholders Deliver the Calm Testimony
"Calm in the Chaos" gives each celebrity a different version of daily disorder.
Jonas moves from a chaotic setting into a surreal pink world filled with puppies after drinking TRIP.
Argy finds her reset during a party scene, reflecting TRIP's brand positioning as an alcohol alternative.
Jenner gets the most polished treatment, moving from everyday pressure into a surreal seascape.
"I've been obsessed with TRIP for a while," the reality star added.
"The product is incredible, and I've always loved how elevated and intentional the brand feels.
"It's my favorite way to stay grounded and present in my daily routine."
The campaign connects each personal experience to the brand's existing identity as a "calming" drink.
Its legal footnote states that magnesium contributes to normal psychological function and electrolyte balance.
The celebrity-led creative gives TRIP room to discuss calm as an experience.
It keeps the product-specific health language closer to an authorized magnesium claim.
52% Willing to Pay More for Functional Drinks
Functional beverages are becoming part of everyday wellness routines.
Talent recommendations also influence what consumers discover and consider buying.
McKinsey found that 84% of US consumers call wellness a top or important priority.
The figure is 79% in the UK and soars to 94% in China.
Energy, gut health, immunity, and muscle, bone, and joint support were the most sought-after benefits.
EY’s 2026 Consumer Beverage Survey found that 58% of consumers pay attention to ingredients.
Fifty-two percent are willing to pay more for beverages supporting health and wellness goals.
Functional beverage consumption is also highest among younger consumers, with 80% of Gen Z and 75% of millennials drinking them regularly.
These figures point to three forces behind functional beverage marketing.
- Function gives beverages a reason to enter routines. Brands should connect ingredients with recognizable needs to make wellness benefits easier to act on.
- Talent can give unfamiliar benefits cultural context. Marketers should pair credible personalities with consumption occasions to make functional products easier to remember.
- Influence reaches the purchase decision. Brands should connect celebrity and influencer campaigns to commerce to turn attention into action.
Functional beverages are competing on ingredients and benefits, but cultural relevance can determine whether consumers notice them in the first place.
Our Take: Can Personal Experience Do the Heavy Lifting?
Celebrity testimony is the safest way to say something a regulator will not let you print.
TRIP gives each talent a distinct reason to drink the product, from Jonas' puppies to Argy's party setting and Jenner's seascape.
We think that personal experience can hold the weight here.
But only because TRIP keeps the product claim narrow enough to survive a second look.
The risk sits in the disclosure gap, since the release calls all three genuine customers while also listing them as equity shareholders.
BCAP rules let TV ads use only authorized health claims, so the emotional language has to stay clearly personal.
We think other functional brands facing tighter scrutiny will copy this structure.
The ruling stands, and the campaign shows how much creative territory opens up when a brand changes where the claim lives.
Functional drink brands are locking talent into longer commercial relationships.
Celsius’ ESPN "College GameDay" sponsorship places its functional drink with Kirk Herbstreit and four NIL athletes.
Celebrity partnerships can give functional drinks cultural relevance.
Explore these top influencer marketing agencies to find the right team for your next campaign.
