Honest Tea: #RefreshinglyHonest Turns 5 With Pop-Ups


Honest Tea Refreshingly Honest pop-up

We’ve all heard the classic slogan, “honesty is the best policy,” and Maryland-based bottled iced tea company, Honest Tea, is using the age-old virtue in order to promote their brand while giving back to the community.

Honest Tea prides itself on serving high-quality organic beverages with transparent sourcing and honest ingredients, and the brand’s newest campaign, the #RefreshinglyHonest Project, will provide customers with even more opportunities for honesty in their daily lives.

Based on integrity and sustainability, Honest Tea uses fair trade certified ingredients in its beverages, giving back to its tea-sourcing communities around the world. Inspired by the company’s generous business model, the #RefreshinglyHonest campaign takes honesty to a deeper level, allowing consumers to participate in the project.

“At Honest Tea, we define #RefreshinglyHonest as the time when someone shares a lighthearted truth,” the company explains on their website, “when we all acknowledge – through a shared laugh, a like, or a sigh of relief – that everyone else is ‘just like us’: perfectly imperfect.”

Now through August 3rd, the public can find Honest Tea pop-ups in over 15 cities across the US, and submit a #RefreshinglyHonest moment as currency in exchange for a bottle of iced tea. However, if you don’t find yourself in one of these select cities, you can share your own moment on Twitter or Instagram, using the hashtag #RefreshinglyHonest.

The project’s honesty factor is clear, but here’s where the charitable aspect comes in: for each #RefreshinglyHonest moment shared, either in person or online, Honest Tea will donate $1 to VisionSpring, a New York-based non-profit that provides vision screenings and glasses to underprivileged communities around the world. The Honest Tea website even has a bottle-shaped donation graph to watch the growth in real time, with a goal of $25,000 total.

“At Honest Tea, we believe in celebrating honesty both in the ingredients we put into our bottles and how we live our everyday lives,” stated Ami Mathur, General Manager & Head of Marketing at Honest. “We’ve taken this message to the next level this year through the #RefreshinglyHonest Project to further encourage people to take this journey with us.”

Honest Tea’s partnership with VisionSpring began in 2014, when the two brands joined together with an aligned mission to better the world through their shared resources. 90% of people with uncorrected vision live in developing countries, and over 9000 tea garden workers in these countries have received vision screenings thus far—all thanks to the brands’ partnership.

Whether you plan on visiting a pop-up in your city, Tweeting your own lighthearted moment, or simply sharing a link to keep the campaign spreading, we can all do our part to give back and be a little more #refreshinglyhonest.

In fact, Honest Tea, the nation’s top-selling organic bottled tea company, began rolling out its first integrated advertising campaign with the new tagline “Refreshingly Honest™” in July 2012.  Marking the brand’s first foray into TV commercials, the campaign also extended to to digital video, social media, out-of-home billboards and transit signage, as well as grassroots events around the country.

“Refreshingly Honest™ has multiple meanings for us,” said Honest Tea’s co-founder, President and TeaEO Seth Goldman, at that time. “It reflects not only the delicious, lightly-sweetened taste of our drinks and the use of real, organic ingredients, but also the honest and transparent nature in which we strive to conduct our business.”


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