If you saw a rack of refreshing beverages on the corner of a street with only a sign that said to drop $1 into a box if you take a drink, would you pay?
Honest Tea set up small drink dispensers in the some of the largest cities in America: San Francisco, Los Angeles, Washington, Chicago, Atlanta, Boston and New York. The social experiment was about measuring the honesty of people to see if they would pay $1 for the drink they picked up.
The campaign got a lot of media to take notice and received buzz around the the brand. The whole campaign received over 280 million total impressions, 160 press stories, $2.79 million in earned media and experienced double diget growth in each target market with San Francisco being the largest with 56.31% growth.
The Honest Tea Social Experiment: The Most Honest City In America
Advertising Agency: SS+K, New York, USA