Assignment:
Honest Tea
The iced tea market is crowded. There are many different brands competing for the sale. One of the better tasting, natural flavored brands is Honest Tea. According to their mission statement they provide bottled tea that tastes like… tea. Freshly brewed and barely sweetened. They provide better-tasting, healthier teas the way nature and their cultures of origin intended them to be. They strive for relationships with their customers, employees, suppliers and stakeholders which are as healthy and honest as the tea they brew.
Aside from better more natural taste that isn't as sweet or sugary tasting as others the company stands for something. Honesty. It's in the way they do business, treat employees and vendors and in their simple tea flavors. According to them, they: "strive for relationships with our customers, employees, suppliers and stakeholders which are as healthy and honest as the tea we brew."
Assignment: Develop an ad campaign based on what Honest Tea stands for. Use the unique qualities of Honest Tea and make it stand out from the competition through selling concept, image and tonality. This can be as much a branding assignment as it is an advertising assignment.
In the following weeks, once your idea is approved, you will also re-design the label/brand.
Things to think about:
What products offer competition?
What does Honest Tea offer that most beverages don't?
Why would someone choose Honest Tea?
Where can you put your message relevant to the target--and relevant to your idea?
Why is your idea good? How does it stand out from the sea of sameness?
