Honest Tea touts its sugar free and organic varieties in addition to fair trade and community ideals. The do-no-wrong nature of the beverage led to the concept of a bottle cap as a halo. To put an ad campaign behind the concept, various not-so-nice beverages are featured finally telling the truth about themselves. The resonant imagery of the bottle cap as halo stays with the audience all the way to point of purchase. There, the Honest Tea brand is brought back to the forefront of the mind.