Honest Tea is taking its first foray into TV commercials with the launch of an integrated advertising campaign, “Refreshingly Honest.” The company also has plans to extend the campaign to digital video, social media, out-of-home billboards and transit signage, as well as grassroots events around the country. The ads began airing July 16.
“Refreshingly Honest has multiple meanings for us,” says Honest Tea’s co-founder, president and TeaEO Seth Goldman. “It reflects not only the delicious, lightly-sweetened taste of our drinks and the use of real, organic ingredients, but also the honest and transparent nature in which we strive to conduct our business.”
To spread the “Refreshingly Honest” attributes of all Honest branded products – Honest Tea, Honest Ade and Honest Kids – the company will use a variety of approaches beyond media this year, including nearly 3,000 grassroots events and in-store demonstrations. Brand ambassadors represent Honest Tea through sampling opportunities and interactive events at concerts, festivals and retail locations.
The campaign is designed to expand the base of consumers who enjoy Honest Tea and Honest Ade, the company says. Distribution for Honest Tea has expanded from 15,000 accounts in 2008 (when Coke first invested in the brand) to over 100,000 accounts in 2012, as a result of Honest Tea’s acquisition by The Coca-Cola Company in 2011. Honest Tea’s creative partner for the new advertising campaign is Amalgamated NYC. The media planning partner is Ikon3.