Honest Tea Campaign Stimulates Sales Growth, Brand Awareness, And Honesty

Honest Tea Campaign Stimulates Sales Growth, Brand Awareness, And Honesty

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.

Kyana Gordon
  • 9 march 2011

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!

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.