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. Cannes Lion Gold winner.
ROLE Concept/Copywriting/Creative Direction/Directing
VIDEO: Honest Tea “The Honest Store”
FIRST STOP: WALL STREET
The Honest Store first popped up during President Obama's visit to Wall Street to admonish bankers for their role in the global financial meltdown. The next morning, this video was released. The local press drank it up, setting the national run in motion.
VIDEO: Honest Tea “Wall Street”
THE EXPERIMENT CONTINUES…
Year after year, the Honest Store continues to test the honesty of the public, earning more free publicity across America and Europe.