After achieving huge success with the health food crowd, Honest Tea needed to extend their appeal to a younger, more image-conscious consumer in order to capitalize on the growing trend towards organics.

We developed an outdoor and POP campaign that fit the brand’s heritage, yet went a step further by introducing a wry, self-deprecating personality that people could connect to on a more emotional level.

The campaign appeared in new markets in the Southwest, boosting sales and paving the way for expanded distribution.