Honest Tea has launched a new humorous campaign with the ‘Refreshingly Honest’ tagline to demonstrate the brand’s commitment to natural ingredients. In its first integrated advertising campaign, which is rolling across multiple media including TVCs, digital video, social media, out-of-home billboards and transit signage as well as on-site activations, the brand owned by Coca-Cola since 2011 focuses on the fact that only organic products are used to produce the cold tea beverage. The message of the campaign, developed by Amalgamated NYC is simple and straight-forward—other than real ingredients just can’t get into the Honest Tea and Honest Ade drink, no matter how hard they try.

“Refreshingly Honest has multiple meanings for us. It reflects not only the delicious, lightly-sweetened taste of our drinks and the use of real, organic ingredients, but also the honest and transparent nature in which we strive to conduct our business,” commented Honest Tea’s co-founder, President and TeaEO Seth Goldman.

In the ad, which aired in the US yesterday, July 16, the fake lemon and tea leaves are trying to break into a bottle of Honest Tea Half & Half organic tea with lemonade using numerous tool and techniques, but just can’t do this. Finally, the real products arrive and the aggressive ingredients have to step back. “We hope the spots will provoke consumers to think about what goes into the beverages they are consuming,” shared Honest Tea’s Vice President of Marketing Peter Kaye.