The Most Honest City in America
Would people pay for a product they could take for free?
No cashiers. No security. Just racks of Honest Tea and the honor system. With little more than a clear plastic box, tea, and a sign requesting “$1.00 per bottle ” Honest Tea conducted a social experiment to test the honesty of American cities. Hidden cameras documented the human behavior at each location and our results were presented. The press drank it up, then Coca-Cola bought the brand. Honest Tea is now ubiquitous on store shelves across the nation.
Cannes Lion Gold, One Show, D&AD, Effie
FIRST STOP: WALL STREET
The search for the "Most Honest City in America" began with this pilot run, timed with President Obama's visit to NYC to admonish Wall Street's role in the 2008 financial crisis. The next day, this video made a splash in local media, setting the national campaign in motion.
LAST STOP: ???
Honest Tea still repeats the social experiment every year and crowns a new "Most Honest City" in their annual "National Honesty Index" report