SMALL DECISION, BIG IMPACT
Bring Honest Tea’s new creative brand campaign – small decision. BIG IMPACT – to life in a way that would reach the brand’s core consumers and resonate with them on an emotional level by highlighting Honest’s long-time partnership with both Fair Trade USA™ and the Organic Farming Research Foundation and illustrating how Honest beverages authentically fit into their lives.
Legend concepted and created a fleet of innovative, interactive vending machines that took consumers on an immersive journey, bringing to life how their small decision (the purchase of an Honest beverage) creates a BIG IMPACT across the globe, with the brand’s long-time partners at Fair Trade USA and the Organic Farming Research Foundation. Legend executed a multi-tiered media strategy focused on both national and local media across top-tier business, consumer and trade outlets, leveraging Honest Co-Founder and TeaEO, Seth Goldman.
From top-tier interviews and trade coverage to local broadcast and calendar listings, the team garnered a total of 260MM media impressions over the summer campaign, from local media to national business publications.