As Honest Tea ramped up distribution nationwide, they needed to transcend their niche market status and make noise that echoed among the mainstream. To capitalize on the summer beverage rush, we developed a campaign that introduced Honest Tea to new consumers without compromising the brand’s DNA. Part guerrilla stunt, part social experiment, ‘The Honest Store,’ was a pop-up shop stocked with ice cold Honest Tea. With nothing but a money box and a sign requesting “$1.00 on the Honor System,” we tested the honesty of six cities across the country. Then, with hidden cameras in place, we collected incredible photo and video content from each city that accompanied a big social media reveal of the results. The story proved to be media gold, and the once niche tea brand is now well on its way to being a household name.