Devon Gunn, PR/communications lead, discussed this subject at an “Owning Your Narrative: The Future of Media” event held by media outlet Axios.
Honest Tea, in fact, is expanding its ambitions beyond the drink that’s embedded in its name by targeting a wide range of different categories and shoppers.
And as the brand now makes juices for children and adults, as well as a range of lemonade flavours and a burgeoning coffee line, it is clearly no longer just a tea-focused enterprise.
“The way that we’re approaching that is really through a trademark model,” said Gunn. (For more, read WARC’s in-depth report: Honest Tea builds a masterbrand that extends across categories.)
In achieving this goal, the company – which was founded in 1998 in Bethesda, Maryland, and acquired by Coca-Cola in stages between 2008 and 2011 – is building the equity around the “Honest” name, continued Gunn.
One stream of logic behind such a masterbrand approach is to develop a product suite that begins with young children and continues through to adults.
“We want to show the consumer that they may be giving your kids an Honest Kids juice pouch, and, then, as the kid gets a little bit older, they might want some of our new organic juice drinks, which are ten-ounce plastic bottles they can throw in a lunch box,” Gunn said,
“And, then, as they get a little bit older, and their palate is becoming a little bit more refined, they might want to gravitate more towards tea.”
By serving consumers in this way, Honest can build true customer lifetime value by fulfilling needs across a wide range of beverage occasions.
“You’re going to be a beverage consumer for the rest of your life … That is something we can hopefully count on. So we want to make sure that we have an option for everybody,” Gunn said.
Sourced from WARC