Honest Tea needed to increase National awareness while maintaining their virtuous appeal. The National Honesty Index was a social experiment that tested honesty across 30 U.S. cities. Using unmanned pop-up stores we asked people to pay $1 for a bottle, to test their honesty when no one was looking. We collected the results using hidden cameras and operatives - measuring honesty by city, lifestyle, appearance and sporting allegiance. We released findings on a playful website, pitting rivals against each other and allowing visitors to compare and share the honesty of specific groups. The campaign earned over 290 million PR impressions.