---
title: "Please Don't Buy Mixwell: Values-Led Beverage Launch"
url: https://stacklist.com/card/329183aa-df02-458e-9362-9c367ac604df
source_url: "https://themany.com/projects/please-dont-buy-mixwell"
stack: https://stacklist.com/c/business/stack/cf4ffe1e-56ad-41eb-be08-a7ea9f0b2d31
summary: "Mixwell Beverages launched a \"Please Don't Buy\" campaign that deliberately discouraged certain community segments from purchasing their product to reinforce brand values during a contentious cultural moment. The campaign drove awareness and sales through organic social media, visual identity design, and boycott kits distributed to influencers and critics alike."
tags: "brand-campaign, social-marketing, boycott, values-driven, creative-strategy, cultural-commentary"
key_entities: "Mixwell Beverages (organization), Please Don't Buy Campaign (concept), Proud Boys (concept), All Lives Matter (concept), Amazon store (technology), First Amendment (concept)"
classification: "analysis"
content_hash: "sha256:3f336e82063637681a975c6cc39f01657dc5c91eb8170af61f875055642ed3b2"
acp_version: "0.2"
token_counts_approximate: 438
visibility: public
agent_accessible: true
status: "final"
---

# Please Don't Buy Mixwell: Values-Led Beverage Launch

At a time when the nation was caught up in wild beliefs and distasteful ideas, Mixwell Beverages was there with a campaign to remind those that this drink might not be for them. Services Brand & Campaign Creative Outputs Organic Social Visual Identity & Design Mixwell believes that the world is a better place when you mix well. But let's face it, some people will never mix well with others. So we asked those people NOT to buy Mixwell... Please Don't Buy By openly telling some sections of the community to not buy Mixwell, we pushed against a cultural moment and reinforced the brand's beliefs. The campaign drove awareness and sales both locally and digitally through on-premise and the brand's Amazon store (which sold out of product). Not So Proud And because a print campaign aimed at the Proud Boys and the "All Lives Matter" folks wasn't enough, we also created a little song our people could enjoy while imbibing a deliciously crafted cocktail. Boycott Kits: We love our First Amendment just as much as unisex bathrooms, so both "influencers" and haters received our special Mixwell boycott kits to spread the word and reinforce our values. Oh last thing, did we mention that people loved it? Have a similar project in mind? We’d love to talk about it. Contact Information Name* Email* Phone* Subject* Select an option... Project Details Message* Solutions of Interest Brand & Creative Strategy Social & Content Strategy Media & Investment Strategy Measurement & Analytics Strategy Brand & Campaign Creative Always-On Fast Media & Creator Content Creator Content Branded IP & Programming Media Execution & Reporting Breakthrough Experiential Submit Inquiry