Honest

How can you earn trust from a sceptical public?

Coca Cola asked us to launch Honest Tea’s first through-the-line campaign in Western Europe, driving their sustainability credentials and building recognition for a brand not well known outside of the US.  But when only half of consumers believe that companies will actually do what they say, how do you close the credibility gap? 

Through our ‘Don’t believe us’ campaign, we told the public about the steps Honest is taking to be more environmentally friendly, source ingredients responsibly and not use any more sugar than needed to get just the right flavour. But any brand can simply claim these laudable goals, so we wanted to be held accountable to them. So we established independent partnerships with Fairtrade and Sugarwise to validate our actions in their respective areas of expertise, providing proof that Honest is worthy of the name. We then brought to life Honest’s promises via joyful, charming, hand-crafted creative, which paid homage to the brand’s authentic and heartfelt connection to the environments and people they work with.

We created an extensive campaign toolkit which included print, out-of-home, press, hand-drawn animations, social assets, tone-of-voice guidelines, shopper key visuals, Coca Cola’s first ever sourcing press trip, and a 72-page toolkit which we delivered to 13 countries.