TRIP Drinks, a leading CBD-infused beverage brand, wanted to expand its reach among Gen Z and millennial audiences by tapping into celebrity influence and social-first storytelling. To bring this to life, TRIP partnered with Untold Fable and actors Paul Wesley and Ian Somerhalder, best known for their roles in The Vampire Diaries and their successful bourbon brand, Brother’s Bond. Together, they set out to create a campaign that spread awareness of TRIP’s signature peach and ginger drink. Untold Fable developed a social-first campaign built around lifestyle storytelling rather than traditional product marketing. The creative centered on a playful collaboration between the two actors, blending TRIP’s CBD-infused drink with Brother’s Bond Bourbon to create “The Brother’s TRIP” – the ultimate summer cocktail. The strategy leaned into various social trends, using humour and sensory storytelling to connect with audiences. The campaign was designed to spark engagement through TikTok and Instagram challenges, ASMR-inspired videos and behind-the-scenes moments.

Shot in LA through Untold Fable’s global network of local creators, the campaign launched with a lighthearted cocktail challenge video that quickly went viral, amassing over 3 million views within 24 hours. A follow-up ASMR-style video tapped into trending sensory content, pushing the total views to close to 10 million. The campaign continues to roll out across the summer with BTS footage, YouTube edits and snackable social content, positioning TRIP as a cool, calming companion for life’s most chaotic moments.

The content was produced by Untold Fable, a tech-powered production company with a network of over 8,000 diverse creatives worldwide. The work was shot by a local Los Angeles crew, reflecting Untold Fable’s mission to produce high-quality, culturally relevant content using regional talent. Rooted in social insight and celebrity authenticity, the creative direction blends lifestyle, humour and trend-led formats, showcasing how top-tier talent and smart storytelling can elevate branded content into viral cultural moments.