TRIP is a London-based functional drinks brand founded in 2019 by Olivia Ferdi and Daniel Khoury — the UK's dominant CBD beverage brand that evolved into a broader functional wellness platform through smart TikTok strategy and a timely magnesium pivot.
Get unlimited access to analyze competitor ads, save creatives, and discover winning strategies.
See all ads on AdLibrary →TRIP is a UK-based functional wellness drinks brand founded in 2019 by Olivia Ferdi and Daniel Khoury — a husband-and-wife team who discovered CBD as a recovery and stress tool and launched what became the UK's number one CBD brand (Nielsen). TRIP entered the market as a lightly sparkling CBD-infused drink before evolving its portfolio to include a Mindful Blend (Lion's Mane 100mg, Magnesium 120mg, Ashwagandha 100mg) that expands appeal to audiences in markets where CBD regulation is restrictive or where consumers prioritize functional ingredients over cannabinoids. The brand became a TikTok UK phenomenon in 2023–24, generating organic traction through authentic wellness content that aligned perfectly with platform trends around anxiety, cortisol, and stress management. TRIP holds 88% of the UK CBD drinks market and is positioned as the fastest-growing soft drinks brand in Britain.
TRIP's advertising strategy evolved alongside the brand itself — from niche CBD storytelling to mainstream functional wellness messaging. The pivot to magnesium and adaptogen formats allowed TRIP to run performance campaigns without the regulatory complexity that surrounds CBD marketing on Meta and Google. TikTok proved to be TRIP's breakout channel because the platform's wellness content communities were perfectly aligned with TRIP's calm, stress-relief positioning — the brand found audiences who were already seeking exactly what TRIP offers. Paid creative uses short-form video that mimics organic wellness content, with authentic founder appearances and user testimonials that outperform polished production in the functional beverage category. Explore TRIP's campaigns on the TRIP ad library.
TRIP uses Instagram for lifestyle and aspirational wellness content — clean flats of cans in muted, serene environments that reinforce the calm-and-focus brand identity. Facebook is used for retargeting and for reaching the over-30 UK consumer who is stress-conscious but may not be on TikTok. The brand navigates CBD advertising restrictions on Meta by leading with functional benefits (calm, focus, magnesium) rather than CBD claims in paid placements, using the compliant Mindful Blend range as the primary paid acquisition vehicle. Instagram Stories and Reels are the performance formats, with recipe and 'how I use this' content doing well for consideration-stage campaigns.
TRIP copy themes orbit around modern stress: the busy professional who wants to feel calm without sedation, the wellness-curious consumer managing anxiety, and the sober-curious drinker who wants something sophisticated to drink that isn't alcohol or soda. Headlines are often quiet and direct: 'find your calm', 'for your moments of stillness'. The Mindful Blend copy leans into the specific functional stack — Lion's Mane for focus, magnesium for calm, ashwagandha for stress — which resonates with the UK's rapidly growing ingredient-literate wellness audience. CBD messaging is present but used selectively in markets and channels where it's permitted, with the focus shifting to broader functional benefits as the core growth vehicle.
TRIP's portfolio evolution is a masterclass in regulatory agility. By building a CBD brand first, TRIP established a wellness positioning and loyal customer base; by developing a CBD-free Mindful Blend, it removed the biggest barrier to paid media scale and mainstream retail. The brand didn't abandon its CBD identity — it created a path for consumers and retailers who couldn't engage with CBD to still access TRIP. For brands operating in regulated categories, TRIP demonstrates that product line diversification can be a media strategy, not just a commercial one. The TikTok-first approach also shows how UK brands can outcompete US wellness giants by building community in the channel where the incumbent brands are slowest to move.
Searching for TRIP? Whether you type TRIP ads, TRIP Meta ads, TRIP TikTok ads, TRIP Google ads, or see all TRIP ads — this page surfaces every active and historical TRIP creative we have indexed. Browse the full archive at TRIP ad library. Related queries: TRIP ads, TRIP ad library, see all TRIP ads, browse TRIP ads, find TRIP ads, where to see TRIP ads, TRIP Meta ads, TRIP Facebook ads, TRIP Instagram ads, TRIP TikTok ads, TRIP Google ads, TRIP YouTube ads, Olivia Ferdi TRIP ads, Daniel Khoury TRIP ads.
