Seth Goldman may have just brokered the acquisition of Honest Tea by beverage giant Coca-Cola, but that doesn't mean he has a Coke ID badge, or that Coca-Cola will be emblazoned on Honest Tea bottles anytime soon. The acquisition -- Coca-Cola's initial investment in the brand was made three years ago -- is part of an innovative model, known as the Venturing and Emerging Brands unit, which was created to help foster new and acquired brands within the world's largest beverage company. A week after closing the deal, Goldman discussed the acquisition and how he's dealing with critics, as well as the brand's marketing plans and why Honest Tea will continue to rely on guerrilla marketing, event marketing, and sampling, rather than paid media campaigns.
