Introduction
Melting Forest, the functional beverage blending adaptogens, mushrooms, and nootropics into a delicious daily ritual, wanted to break through the noise in the crowded wellness drink market. Their goal: turn trying Melting Forest into a culturally shareable moment — something that felt calm, intentional, and LA-core in all the best ways.
The Opportunity
Melting Forest wasn’t just introducing another wellness drink — they were presenting a vibe shift. Sold at Ralph’s stores across Los Angeles, the brand wanted to position itself as the drink for focus, balance, and everyday calm. The campaign needed to highlight both the functional benefits and the relaxed, elevated lifestyle that defines LA wellness culture.
The goal: show Melting Forest not as a product you sip — but a moment you experience.
The Strategy
Relish designed a creator campaign rooted in self-care storytelling. Approved creators were paid to pick up Melting Forest at Ralph’s and create Reels or TikToks that captured how the drink fits into their daily rituals — from morning focus resets to golden-hour unwind moments.
Content emphasized relaxation, clarity, and sensory pleasure — more mood than marketing.
Key tactics included:
The Results
Creators helped position Melting Forest as the drink of choice for LA’s wellness-forward audience. The campaign drove trial, introduced the brand into everyday routines, and created a clear emotional narrative around the product: slow down, sip in, show up better.
Why It Matters
This campaign shows how functional beverages grow through ritual, not hype. By focusing on lifestyle storytelling and emotional resonance rather than claims or performance shots, Melting Forest became not just something people try — but something they adopt.
Melting Forest made its mark.
And wellness lovers found their new daily calm.