Honest Tea… Honesty?
The orginal column in newspaper from years which still insightful and inspiring.
As Politic capitalism impacts global context especially faith and credibility toward government policies. Even the country which positioned themselves as the world’s leader is questioned, American people started doubting in translucent in the working of Government, Wall Street Stock Exchange, including those large firm in private sectors.
Honest Tea, a beverage brand was developed from the value of Honesty, not to over claim in their communications and truly sincere CRS projects. With their campaign launched, asking “What ‘s the most honest city in America?”, they urged American people started to quest if honesty really existed?
The simple yet impactful launching was locating the Tea Booth in big cities like San Francisco, Los Angles, Washington D.C., Chicago, Atlanta, Boston, New York. With no on ground staff nor shopkeeper only signage “1$ per bottle” and money box. The close circuit cameras were hidden to record the American’s honesty behavior whether they paid in the given box or just took for free and walk away.
This campaign really create a huge brand impact with zero media cost, but being published by 160 media with free media value 2.79 million dollars, double digit sales increased. But most of all, the research proved 87% honesty rate of American people and becoming the ignite the Honesty in people’s mind and received appraisal from such a simple but brilliant idea as using the cultural insight as core idea and gain high participation rate.
Such an interesting campaign for any brand who wants to move the society toward moral path.
It’s not just Tea..
It’s the national Honesty Spirit!
**Credited Blogger : Boonchai Suksuriyayothin