Beverage News

Honest Tea launches first integrated ad campaign

July 16, 2012
/ Print / Reprints /
/ Text Size+

Bethesda, Md.-based Honest Tea, a wholly owned subsidiary of The Coca-Cola Co., began rolling out its first integrated advertising campaign with the new tagline “Refreshingly Honest.” The ads highlight the true taste of Honest Tea beverages by emphasizing the company’s use of real, organic ingredients with a quirky playfulness that stays true to the brand, the company says.  This is Honest Tea’s first foray into TV commercials. The company also will extend the campaign to digital video, social media, out-of-home billboards and transit signage, as well as grassroots events around the country. 

 “Refreshingly Honest has multiple meanings for us,” said Honest Tea’s Co-founder, President and TeaEO Seth Goldman, in a statement. “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.”

 The multi-platform advertising campaign for Honest Tea is designed to expand the base of consumers who enjoy Honest Tea and Honest Ade, the company says. 

“We are committed to bringing organics to more people, and now that we have increased our distribution, we need to make people aware of our products,” Goldman said.  As a result of Honest Tea’s acquisition by the Coca-Cola Company in 2011, distribution has expanded from 15,000 accounts in 2008 ― when Coke first invested in the brand ― to more than 100,000 accounts in 2012. 

Scheduled to begin July 16, the ad depicts animated fake fruit and tea leaves trying to gain access to a bottle of Honest Tea Half & Half organic tea with lemonade, but ultimately leaving frustrated when they are supplanted by real, organic ingredients. 

“We hope the spots will provoke consumers to think about what goes into the beverages they are consuming,” Honest Tea’s Vice President of Marketing Peter Kaye said in a statement.

 To spread the “Refreshingly Honest” attributes of all Honest Tea 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, the company says. Brand ambassadors will represent Honest Tea through sampling opportunities and interactive events at concerts, festivals and retail locations.

 “There is no better way to convince someone to try Honest Tea than by engaging with them directly, person to person,” Kaye said. “Our teams are passionate about the brand, and that’s why the continued regional events are the foundation of our ‘Refreshingly Honest’ campaign.”

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.


Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Coffee Segments

Which coffee segment will be impacted the most by coffee bean increases?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!


facebook40 twitter    youtubelinkedgoogle+ icon 40px