In Brief

A series of unmanned pop-up shops relied on the honor system which stimulated record sales growth, created a new customer base, and promoted honesty.

With the help of SS+K, Honest Tea launched a guerilla social experiment across the seven largest American cities to catapult the organic tea from niche to mainstream status. To introduce the beverage to new customers, a pop-up shop called “The Honest Store” was installed on sidewalks and stocked with ice cold bottles of Honest Tea. The shops relied solely on the honor system of passersby as a money box and sign read: “$1.00 on the Honor System.” Hidden cameras were in place and recorded the actions of those who decided to pay $1 for their drinks and those who simply stopped by without paying. The experiment proved that 87% of Americans were honest!

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