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!

PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in