TRIP, the calming drinks brand, has named Kendall Jenner as its global ambassador and the face of a new campaign launched this week. A long-standing customer, Jenner fronts the brand as it rides fast growth in the functional beverage market.
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TRIP is a low-calorie sparkling drink made with magnesium and botanicals, positioned as "calm in a can" and pitched at everything from an afternoon reset to an alcohol swap. The brand says it is the fastest-growing sparkling drinks brand in the US this year (SPINS), with calming drinks now the quickest-growing functional category, ahead of gut health, protein and hydration.
The ambassador deal is a scale play. Founded in 2019 by husband-and-wife team Olivia Ferdi and Daniel Khoury, TRIP has built a social-first following of more than a billion impressions in a year and is on track for $200m in revenue in 2026, stocked nationwide in Target, Whole Foods and Walmart among others.
"I've been obsessed with TRIP for a while," said Jenner. Co-founder and CEO Olivia Ferdi added: "Kendall perfectly embodies the way we think about calm today."
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