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  • Simplicity and honesty can increase brand credibility
  • Simplicity and honesty can increase brand credibility
    Honest Tea (2013) ©
CASE STUDY

Honest Tea: communicating quality and provenance

At a time when food origins can be easily disputed, brands are increasingly eager to open up and build trust. Organic iced tea brand Honest Tea has a strong commitment to transparency.

Location United States

Scope
At a time when the origins of food can be easily traced, interrogated and disputed, brands are increasingly eager to open up in order to build trust with their customers. Honest Tea is an organic iced tea brand with a strong commitment to transparency – an ethos that's visible from their unconventional marketing to their naturally-sweetened products.

With millennials leading the way towards conscientious consumption, more and more brands are building campaigns around humanitarian and environmental issues. From Tetley's 'Farmers First Hand' social media campaign to a Coca-Cola advert addressing obesity, companies are engaging customers in more open ...

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