Honest Tea approached us to help boost sales in their six most crucial markets. The budget was very limited so we needed to create something that would spread far beyond ad dollars and still generate excitement in the specific markets. Our answer was a social experiment that was conducted across the country with unwitting participants. We set up pop-up “Honest Stores” on the street where passersby could pay $1 for a bottle of tea to the unmanned stands – or not. It garnered over a hundred press stories from the 6 o’clock news and morning shows to national news publications. And Honest Tea received double-digit growth in each of the six markets.