Honest Tea plans first national ad campaign
Honest Tea is planning to air its first national ad campaign, a year after being bought out by the Coca-Cola Company. The acquisition gave Honest Tea a significant boost in distribution across the US and the company is looking to capitalize on that by increasing its brand awareness nationally. Since Coca-Cola's approach in 2008, Honest Tea has grown distribution from 15,000 outlets to more than 100,000. And while it commands a mere 0,5% of the ready-to-drink tea market, it is one of the fastest growing brands on the US market, with volumes up by 31% in 2011. According to the advertising agency in charge of the operation, the brand campaign will include digital, TV and outdoor media and will air this summer. Honest Tea also plans to rework its packaging over the next 18 months.