Change has been slight for Honest Tea, which expanded distribution nationwide since Coca-Cola purchased a 40% share in 2008. But the company CEO, Seth Goldman, said the iced-tea maker still uses organic, free-trade tea leaves and buys very little advertising, though it recently introduced a new tagline: "Nature got it right. We put it in a bottle." A campaign called "Honest Racks" allowed consumers to buy or take bottles of tea on the honor system.

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