HONEST TEA TESTS THE HONESTY OF AMERICANS
No cashiers. No security. Just racks of Honest Tea and the honor system. With little more than a clear box, tea, and a sign requesting “$1.00 per bottle,” this social experiment tested the honesty of American cities: Would people pay for a beverage they could take for free? Hidden cameras documented the human behavior at each location and our results were presented with massive amounts of earned media. Coca-Cola took a 100% stake in the brand and Honest Tea is now found on store shelves across America.
Gold Lion