Honest Tea has built a loyal following among more health conscious Whole Food type shoppers. The company recently landed distribution in key convenience store chains (Circle K, Sheetz, Wawa), across the country as a way to reach a very thirsty and younger, brand conscious group of consumers.
This group is bombarded with Gatorade, Snapple, Coke, and others that are loaded with high fructose corn syrup and other synthetic ingredients but still make unbelievable claims about what their drink will do for you.
We positioned Honest Tea as the antithesis of these highly processed brands. Shortly after this campaign Honest Tea was purchased by The Coca-Cola Company. Coincidence? Maybe.