Honest Kids juice was founded by the founders of Honest Tea but is now owned by the Coca-Cola Company. It woos and wins parents with its organic, no sugar promise (the juice drinks are made from concentrates nonetheless). One range includes spaces for parents to write notes to their children on the packaging…
…a feature picked up by Havas Chicago for a weekend back-to-school promo at Chicago’s Lincoln Park Zoo that underlines the brand name. The campaign invited children to share their unfiltered opinions of their parents at the live zoo activation, while mums and dads respond with personalised lunchbox notes.
The campaign, that will run on Instagram through the US’ back-to-school season (until mid-September), stands apart from the usual kids’ food offerings. It offers parents with honesty – the thing they want instead of parenting ideals and convenience or best health promises.
Havas Chicago was supported by Annex Chicago for content creation and production. The social campaign will run with partner content from Sharpie, influencer attendees, and paid social amplification highlighting content captured from the event including parent and kid interviews, product tastings, and the note-writing experience itself.
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