Honest Embarks on First UK Integrated Marketing Campaign
Organic beverage brand Honest has launched its first UK integrated marketing campaign as sales continue to grow since it was launched last year. Honest–the top-selling organic tea brand in the US–will see a significant investment in experiential, out-of-home (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 Honest Organic range of fruit herbal tea drinks. The new smaller bottle (375ml) delivers an herbal tea drink containing just 71 calories.
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 Honest Organic Lemon Flavoured Herbal Tea with Honey, Organic Orange and Mango Flavoured Herbal Tea and 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 social and environmental regeneration 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 take-over the window of Whole Foods store on Kensington High Street, bringing an urban garden to passers-by. This will be supported by in-store promotional activity.
Commenting on the brand’s upcoming campaign, Simon Harrison, operational marketing director at Coca-Cola European Partners GB, says, “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 is certified organic by the Soil Association and features recyclable PlantBottle packaging that is made from plant material and fully recyclable. PlantBottle packaging uses patented technology that converts natural sugars found in plants into the ingredients for making PET plastic bottles. The packaging looks, functions and recycles like traditional PET but has a lighter footprint on the planet and its scarce resources.
The Honest Organic 375ml range, which has a RSP of £1.29 will be available at the end of the summer. The new Honest 375ml bottles are currently available in the UK only.
Honest was founded in 1998 in Bethesda, Maryland, by Seth Goldman. In 2011, The Coca-Cola Company purchased Honest after an initial 40% investment in 2008, which helped expand the distribution of Honest beverages. Honest organic tea can be found in more than 100,000 outlets across the US. The brand launched in the UK August 2016, the first international Coca-Cola market for Honest.
For more information visit: www.drinkhonest.co.uk.
