Honest Tea is extending its ambitions beyond the drink that’s embedded in its name by targeting a wide range of different categories and shoppers.

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Devon Gunn, PR/Communications Lead, Honest Tea

And the beverage company – founded in 1998 in Bethesda, Maryland, and purchased by Coca-Cola in stages between 2008 and 2011 – is putting a “trademark approach”, perhaps better known as a masterbrand strategy, at the heart of its efforts to break any associations with a single product and industry.

Such an objective rests, in large part, on building the equity connected with the “Honest” moniker, which now is attached to organic juices for kids and adults, a sub-brand of lemonade flavors, and a burgeoning coffee line.