Honest Tea
Honest Tea - "Honest Cities" Campaign

Story

 

Honest Tea, the nation's top-selling organic bottled tea company, wanted to determine which city in America was the most honest. To accomplish this, the brand set up unmanned racks of Honest tea in 12 key cities with signage asking people to pay $1 each and hidden cameras capturing if they paid the dollar or stole the tea. Havas Formula conducted an aggressive media relations campaign around the social experiment to drive consumer awareness and build buzz for the brand.

 

Tactics

  • Conduct comprehensive media relations and blogger outreach before, during and after the in-market experiment to provide up-to-the-minute details
  • Provide a viral video with hidden camera footage and results (which city was the most honest) to media outlets could use on-air or online
  • Offer the results from previous cities to media outlets to encourage friendly competition
  • Provide local anecdotes to increase the media's interest in the story
  • Distribute a "Most Honest City in America" press release discussing the results of all the cities to create a national news hook

Results

  • Media coverage was secured on USAToday.com, MSNBC, AdAge.com, HuffingtonPost.com, Bostonist.com, LAWeekly.com, and numerous regional TV news affiliates and websites in the seven participating cities
  • Program resulted in more than 159 placements, totaling 281.7 million gross impressions and nearly $1.5 million in ad value
  • Winner of the 2011 SABRE Awards in the Best Consumer Marketing (Existing Product) category

Havas Formula

New York
200 Hudson St. 7th Fl.
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.578.7050
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.229.0605

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