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.