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 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.
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