Ryde is adding a chaotic and surrealist comedic touch to the typically serene supplement space in an effort to introduce the brand to new audiences.

A trio of skits developed by Tusk Creative and starring reality-TV personality Heidi Montag aim to position Ryde (a pocket-sized supplement in a bottle branded as Ryde: on its packaging) as a disruptor by making light of the overly serious pseudoscientific side of the wellness segment.

Kervy Diaz, head of wellbeing  and stimulation at Ryde Canada, tells strategy that the brand is aiming to serve ambitious, on-the-go urban professionals who are increasingly health conscious but overwhelmed by confusing advice, demanding routines and pressure to achieve peak wellness.

“What resonates with them is simplicity: products that are effective, science-backed and easy to work into their day without disrupting it,” Diaz says. “They also gravitate toward brands with personality – ones that feel modern, self-aware and don’t take themselves too seriously. That’s where this campaign concept connects.”

Diaz says Ryde hopes the atypical creative sparks trial and builds brand affinity while creating momentum in-store and and online, where the company can directly measure conversion.

The “Wellbeing Made Easier” campaign represents the most significant marketing investment to date for Ryde, which was launched by British American Tobacco subsidiary The Water Street Collective in Canada in November 2023.

Diaz says the social-first skits will be amplified through influencer partnerships, earned media and Amazon ads with a presence across Meta, TikTok and YouTube. WPP Media handled the media buy and Blue Door Agency worked on PR.

Ryde’s sugar-free wellness shots are currently available nationally in Loblaw banner locations, select retailers and at Amazon.