The most honest city in America

To generate attention around their brand name, Honest Tea set up a series of unmanned pop-up stores in 10 US cities. Passersby where free to take a bottle and pay on their own. Or not.

The social experiment was captured with hidden cameras and the results made publicly available.
It’s a really interesting way to activate the brand. The unpaid bottles are a really marginal cost to pay for the free national media coverage.

And the trick is not in complicated setups or digital innovation. The strength comes from the curiosity arisen though extrapolating the behaviour of a few accidental shoppers into creating an intercity honesty ranking.

Mechanics are always secondary. An idea that talks to the human side of us always rules.

Regional Executive Creative Director, Geometry Global Asia Pacific