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 then the findings were presented. The press drank it up and Honest Tea was eventually bought up by Coca-Cola. Their tea is now 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' began with this pilot test, timed with President Obama's visit to New York 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 roll-out campaign in motion.
LAST STOP: ???
Honest Tea has repeated the social experiment every year since. Each summer a new "Most Honest City" is crowned as part of their annual National Honesty Index report