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.
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...