Trip is the UK's dominant CBD drink brand — co-founded by two lawyers who left careers to build a calm-in-a-can wellness beverage that found 88% market share in its category.
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See all ads on AdLibrary →Trip was founded in 2019 by Olivia Ferdi and Daniel Khoury after Daniel's sports injury introduced them to CBD. The couple left legal careers to build the brand, which became the UK's best-selling CBD drinks brand by 2023. Trip has expanded into the US via Target and Whole Foods and now positions itself as a broader functional wellness drink. Also searched as Trip.
Trip's paid media strategy is built around beautiful calm: muted palettes, minimalist photography, and occasion-based messaging ('Your after-work moment', 'The Sunday reset'). This positions the drinks as an alcohol alternative for specific lifestyle moments rather than a supplement. The Glossier comparison is apt — both brands made a niche feel aspirational. See Trip's current ad creatives in the Trip CBD ad library.
Instagram is Trip's primary performance channel, where the brand's visual identity — pastel tins, golden-hour photography, wellness lifestyle — converts exceptionally well in feed and Stories. Facebook retargeting captures the wellness and sober-curious audiences. TikTok has become increasingly important for the brand's US expansion, with viral moments amplified through paid.
Copy is calm, direct, and occasion-specific: 'Find your calm', 'Switch off without switching to alcohol', 'The drink for your best evenings.' The brand systematically avoids overt CBD health claims (regulatory constraints) in favour of lifestyle and mood outcomes. Ingredients like CBD, L-theanine and magnesium are mentioned as features, not miracle claims.
Trip demonstrates how to build in a regulatory grey zone: by leading with lifestyle and occasion rather than health claims, they built mass-market scale while avoiding enforcement issues that stalled competitors. For marketers in restricted categories (CBD, supplements, alcohol-free), the lesson is to let the outcome speak for the product and let customers make the connection.
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