Honest Tea searches for The Most Honest City in America.

No cashiers. No security. Just racks of Honest Tea and the honor system. With little more than a clear box 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 the results were presented to the public through massive amounts of earned media. Coca-Cola would eventually buy a 100% stake in the brand.

HONEST TEA
THE MOST HONEST CITY IN AMERICA

AGENCY
SS+K

ROLE
Concept/Copywriting/Creative Direction/Director

MEDIA
Activation/Experiential/Outdoor/Documentary

AWARDS
Gold Cannes Lion · Clio · Comm Arts · D&AD