Coca-Cola's 'Honest Tea' recently launched a new campaign aimed at teaching consumers how their everyday purchasing power has a trickle-down effect that impacts communities globally. The campaign highlights the brand's Fair Trade Certified ingredients and sourcing practices. “We’re witnessing the rise of the citizen consumer,” said Honest co-founder Seth Goldman. “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."
The campaign's slogan is "Small decision. Big impact" and includes a social media component, using the slogan as a hashtag to spark online conversation. The campaign was designed by Partners & Spade, who have installed outdoor advertising and two new creative spots that boast hand-crafted miniature stop-motion animation. The brand will also unveil a Fair Trade immersive vending machine in New York City, Los Angeles, Bethesda, Maryland, and Maryland.