Honest Tea supported “Earth Month” in 2011 with a “Plant A Tree” program developed by GSG and executed at retail by multiple retailers. Consumers were incentivized to purchase multiple bottles of Honest Tea to “earn” an eco-friendly bag while also planting five trees per purchase. The program’s mission was to reforest regions hit by wildfires and disasters across the country.
- Heighten/enhance brand awareness by providing unique retail purchase incentive during Earth Month
- Creation of “Bag to Tree” retail incentive to encourage purchases of four or more bottles of product to earn a free, re-usable shopping bag while also planting five trees
- 50,000 trees planted in 5 regions devastated by natural disaster
- Measurable retail lift
- 20 MM impressions of earned media