HONEST refreshes the UK with first integrated marketing campaign
Organic drink brand HONEST is embarking on its first UK integrated marketing campaign this month as sales continue to grow since it was launched last year. The brand, which is America’s favourite organic tea brand, will see a significant investment in experiential, OOH and PR as it continues to raise awareness among a UK audience.
HONEST is also building on recent consumer insight and creating a new smaller-sized range of fruit herbal tea drinks. The new smaller bottle delivers a herbal tea drink containing just 71 calories. The smaller, more conveniently sized 375ml bottles are perfect for consumers who are looking for a refreshing drink whilst on-the-go and will roll out at the end of the Summer.
Available in three low calorie flavours, each drink combines herbal tea with organic fruit juices and organic cane sugar to slightly sweeten. Consumers can choose between zesty Lemon Flavoured Herbal Tea with Honey, exotic Organic Orange and Mango Flavoured Herbal Tea and the subtle, sweet-tart taste of Organic Pomegranate and Blueberry Flavoured Herbal Tea.
The integrated marketing campaign will combine PR, experiential and retail activity, primarily targeting consumers in London and the South East. Key elements of the campaign include:
A partnership between HONEST and environmental charity Groundwork, with the aim of bringing more green spaces to busy urban communities and encouraging people to enjoy the natural refreshment of being outdoors. The partnership with Groundwork will be launched to media by celebrity ambassador and former BBC Countryfile presenter Julia Bradbury, supported by research and influencer content.
HONEST will bring a green sanctuary to Londoners through a pop-up experiential event on London’s South Bank in early July, giving consumers the opportunity to try yoga, terrarium making and sample HONEST Tea in a natural setting. This will be supported by a wider street sampling campaign across the capital throughout June and July and promoted through PR and influencer content.
Simon Harrison, Operational Marketing Director at Coca-Cola European Partners GB, is excited about the brand’s upcoming campaign: “In just twelve months, Honest has recruited a loyal audience in the UK and is continuing to grow. This is our first organic brand and it complements our existing range, increasing the breadth of categories our brands feature in. We’re embarking on a significant marketing campaign this summer which highlights the brand’s organic credentials whilst driving trial via targeted experiential activity.”
HONEST features the recyclable PlantBottle packaging which is made from plant material and fully recyclable.
Notes to editors:
1 - 91% of consumers who have tried the HONEST range have repeat purchased (Research carried out of 88,453 consumers throughout summer 2016)
 Nielsen P.E 26.11.16