Background
Trip is the UK's leading premium CBD drinks brand entering the US market. The regulatory environment requires a state-by-state approach. The brand strategy is clear: this is a drinks brand, not a wellness brand. The CBD is a quality ingredient, not a category label.
The Objective
Drive trial and awareness in three entry states with a consistent brand story that does not rely on wellness claims.
The Audience — Three Personas
The Considered Californian
Female, 28–40
Has tried every wellness product on the market and is deeply sceptical of new entrants. Premium grocery shopper. Cares about ingredients, packaging, and provenance. Reads labels. Currently drinks Erewhon smoothies and AG1. She'll try TRIP if it looks right on the shelf.
The Colorado Outdoorsie
Male/female, 25–45
Active. Trail runner, cyclist, skier. Uses functional products as part of a performance stack. Will accept CBD as a recovery tool if it doesn't taste like medicine. Currently has Athletic Greens, Nuun, and Liquid IV in the cabinet.
The New York After-Worker
Professional, 28–45
Looking for an alternative to alcohol in after-work social settings. Health-aware but not dogmatic. Cares about taste, convenience, and cultural cachet. Currently reaching for sparkling water or a low-ABV option. TRIP needs to be in their consideration set.
The Mandate
Lead with taste and occasion. Never lead with CBD milligrams. Never make a health claim. The British provenance is always available as a quality signal. The packaging speaks for itself — let it.
What We Never Do
- —Lead with CBD content in milligrams
- —Make any health or therapeutic claim
- —Describe the product as a wellness product
- —Position against alcohol
- —Use before/after language
Deliverables
- →Hero TVC or digital film — 30 seconds, taste-led
- →Three social content series — one per state, occasion-led
- →In-store point of sale — premium grocery format
- →Press and influencer kit — UK origin angle, product focus
- →OOH executions — NY and LA launch markets
Success Metrics
15%
Aided brand awareness in launch markets within 90 days
10K
DTC units in first 60 days
3+
Premium grocery chains secured per state