Honest Tea approached us to help boost their sales in their six most crucial markets. Their budget was very limited so we needed to create something that would spread far beyond ad dollars.
Our answer was a social experiment that garnered over a hundred press stories from the 6 o’clock news and morning shows to national news publications. And Honest Tea received double-digit growth in each of the six markets.
We hid the fact that we were testing people’s honesty by carefully hiding all cameras and any mention of “The Most Honest City” language.