Honest’s new ‘Small decision. Big impact’ campaign highlights the brand’s longstanding mission to democratise organics and promote economic opportunity – as well as its expanding portfolio.
Looking to promote its claim that Honest Kids drinks have half the sugar than other leading mainstream beverages, the spots bring to life Honest’s Fair Trade Certified ingredient sourcing practices and show how they benefit farming communities.
“We’re witnessing the rise of the citizen consumer,” said Honest co-founder and ‘TeaEO’ emeritus Seth Goldman in a release. “People today want to express the power they have to vote with their wallets by supporting brands they respect and trust, and that share their values. They also want to feel like they’re making a difference, but don’t always believe the many everyday choices they make actually count. This campaign reminds them that every time they choose to drink an Honest beverage, they’re choosing to make an impact.”
The campaign by Partners & Spade, is supported by outdoor advertising plus two new creative spots, featuring hand-crafted miniature stop-motion animation.
The creative will run on streaming media platforms, and additional social and digital content will extend the #smalldecisionbigimpact message across Honest’s channels.
Starting 16 July, Honest will debut the first-ever Fair Trade immersive vending machine in Bethesda, Maryland, New York City, Philadelphia and Los Angeles. Consumers will have the opportunity learn about Honest’s partners at Fair Trade USA and Organic Farming Research Foundation. 100% of the purchase price of their beverage – and any additional funds from visitors to donate more – will go to one of these organisations.
Source: The Drum