I was watching TV a few weeks ago and did a double-take when this commercial came on:
Honest Tea! I first became aware of Honest Tea when our campus began its journey to become a Fair Trade University. I started noticing the product in local grocery stores with the “bucket boy” Fair Trade logo (which, by the way, Honest Tea is staying with Fair Trade USA certification). And I was really disappointed that I couldn’t make it to NYC in April for The Great Recycle event – I applaud their efforts for awareness and action when it comes to recycling the bottles the tea comes in. But I had never seen any advertising for Honest Tea – until this TV commercial appeared. And not only has Honest Tea released its first television commercial, I saw a billboard today in Philadelphia for Honest Tea.
The advertising does not focus on the teas that feature Fair Trade ingredients, but all the bottles I have seen in the commercial and on the billboards show bottles with the Fair Trade logo. I wonder if this will increase purchases of the Fair Trade varieties? It would be great to see a mention or focus on the Fair Trade line of Honest Tea in this new advertising campaign – it seems that Honest Tea is missing an opportunity to inform consumers what this icon means on the bottle and what it means to the global community.
Contributed by Dr. Laura Guertin