Honest Tea: THE HONEST STORE by Ss+k New York for Honest Tea

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Honest Tea: THE HONEST STORE

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Industry Soft Drinks
Media Ambient
Market United States
Agency Ss+k New York
Creative Director Sam Saunders, Sam Mazur, Matt Ferrin
Account Supervisor Alex Mailman
Released June 2011

Awards

Cannes Lions 2011
Outdoor Lions Special Build Gold

Credits & Description

Type of Entry: Ambient
Category: Special Build
Title: THE HONEST STORE
Advertiser/Client: HONEST TEA
Product/Service: ICED TEA
Entrant Company: SS+K New York, USA
Advertising Agency: SS+K New York, USA
Chief Creative Officer: Marty Cooke
Creative Director: Sam Saunders/Sam Mazur/Matt Ferrin
Account Manager: Laura Blackburn
Account Supervisor: Alex Mailman
Other Credits: Samme Menke/Public Relations Manager/Kat Kirsche/Senior Ae/Jesse Merrill/Marketing Director

Description of Ambient execution:
In the summer of 2010, Honest Tea set out to find the most honest city in America. We set up unmanned pop-up stores in 7 markets selling ice cold bottle tea for $1, on the honor system. Hidden cameras and microphones monitored the activity. We invited press to capture the story.

Part social experiment, part brand experience, part sampling device, the Honest Stores provoked conversation and buzz in each market and paved the way for a summer sales push.