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What Really Killed Honest Tea

What this means for mission-driven brands

"Branded" is a new weekly column devoted to the intersection of marketing, business, design and culture.

Honest Tea founder Seth Goldman described it as a “gut punch.” This week, the Coca-Cola Co. announced it is killing the brand he created back in 1998.

That’s quite a twist in a story that had long seemed like a case study in how a mission-driven brand built around ethical principles—organic ingredients, Fair Trade Certified partners—could capture a changing consumer zeitgeist, connect with an audience, and go big.

Please select this link to read the complete article from Fast Company.

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