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Choosing an Honest beverage may seem like a relatively simple decision.
But the seemingly small action can actually make a big impact — not only in the
wellbeing of those who enjoy these delicious lower- or no-sugar organic
beverages, but also in the lives and communities of the supplier farmers who
help produce them.
That’s the message behind the Honest brand’s new “small decision. BIG
impact” campaign, which
showcases the brand’s purpose-driven DNA and longstanding mission to democratize
organics and promote economic opportunity — as well as its expanding portfolio.
“We’re witnessing the rise of the citizen consumer,” said Honest co-founder and
TeaEO Emeritus Seth Goldman. “People today want to express the power they
have to vote with their wallets by supporting brands they respect and trust, and
that share their values. They also want to feel like they’re making a
difference, but don’t always believe the many everyday choices they make
actually count. This campaign reminds them that every time they choose to drink
an Honest beverage, they’re choosing to make an impact.”
A series of short films uses stop-motion animation to bring to life Honest’s
Fair Trade Certified™ ingredient sourcing practices and show how they benefit
farming communities, and highlight the fact that Honest Kids has half the sugar
of leading kids’ juice drinks and are sweetened only with fruit juice.
The creative will run on streaming media platforms, and additional social and
digital content will extend the #smalldecisionbigimpact message across
Honest’s channels.
“Our ‘small decision. BIG impact.’ campaign gives Honest the opportunity to talk
about the breadth of our portfolio — from bottled teas to organic youth juice
drinks to lemonades and beyond,” said Clare Verdery, general manager of the
Honest brand. “We’re showing consumers how their small choice of an Honest
beverage — no matter which one it is — can create a ripple effect of change.”
If it’s not organic, it’s not Honest.
All Honest products are certified organic and Honest sources Fair Trade
Certified ingredients when possible — so, every time Honest purchases Fair Trade
Certified ingredients including cane sugar and tea leaves, supplier partners
around the world receive extra money known as Fair Trade premium dollars.
Since 2005, Honest says it has contributed more than $2.5 million in Fair Trade
premiums that have been reinvested back into supplier communities to provide
clean water, school supplies, tuition, bicycles, healthcare, farming equipment
and much more. Many premium funds support farmer education initiatives such as
professional management programs and technical/agricultural training.
Communities vote on how to spend these funds based on need.
Up your impact
As part of the campaign, Honest is installing immersive vending machines in its
hometown of Bethesda, Md., as well as in New York City, Philadelphia
and Los Angeles, to further demonstrate the impact people can have just by
choosing an Honest beverage. Consumers who stop by one of the machines from July
16 through Aug. 30 can learn about the projects Honest’s partners at Fair
Trade USA™ and Organic Farming Research Foundation support, vote which
ones they think provide the biggest impact, and have the opportunity to “up
their impact” and donate a tad more by increasing their transaction amount. All
proceeds from sales of Honest Tea at these machines will be donated to Fair
Trade USA, and all proceeds from the sale of Honest Kids beverages will support
the Organic Farming Research Foundation.
“Research shows that most of our consumers don’t fully understand how the fair
trade model works,” Goldman said. “By featuring real examples of what Fair Trade
Community Development Funds have supported — such as new bicycles and school
roofs — we’re able to demonstrate the process and its impact in a simple,
tangible way."
The campaign also “connects the dots” across the full Honest portfolio, Goldman
added, and positions Honest as an organic “masterbrand” with something for
everyone.
Honest’s partnership with Coca-Cola has expanded distribution of its organic
products to more than 150,000 retail and foodservice locations across the United
States, and more than 40 European countries.
“It’s so exciting to see the brand flourish in international markets and not
only get such a warm welcome overseas,” Goldman concluded, “but also to see
Coke’s continued adoption of Honest as a platform for organics.”
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