Please Don't Buy Campaign | Clapboard Ad Archive

Please Don't Buy Mixwell

Description

In 2021, Los Angeles-based premium beverage brand Mixwell joined forces with the ad agency The Many to launch their inaugural campaign, Please Don’t Buy Mixwell, aimed at establishing the brand’s identity through its core values. Targeting the Drinks (Non Alcoholic) industry, the integrated campaign challenges consumers by encouraging those who "don’t mix well" to leave the product on the shelf, reinforcing Mixwell’s positioning as a mixer for those who do. Strategically timed for the holiday season, when social gatherings peak and beverage sales surge, the campaign spans out-of-home (OOH) advertising and social media channels, featuring a brand film and a 1:30-minute original animated film. Central to this initiative is the 60-second brand spot titled Freedom, which offers a thought-provoking narrative starring a stereotypical “manly man” reflecting on changing notions of masculinity, culminating in a surprising twist that underscores the brand’s inclusive messaging. Directed by Trevor Paperny, executive producer at Plus Plus—the sister production company of The Many—Freedom also embodies a purposeful collaboration with the International Gay Rodeo Association (IGRA), which helped select the location for the spot. Demonstrating Mixwell’s commitment to social responsibility and community support, a donation was made to IGRA as a gesture of appreciation. Overall, this campaign thoughtfully blends storytelling with cultural relevance to position Mixwell not only as a sophisticated mixer for premium beverages but also as a brand aligned with diversity, freedom, and genuine human connection.

Credits

Client

Mixwell

Agency

The Many, Pacific Palisades, United States of America

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Campaign Proposition

Launched in November 2021 by Mixwell and agency The Many, the “Please Don’t Buy Mixwell” campaign positions Mixwell as a premium non-alcoholic beverage for people who “mix well” with others—celebrating authentic connection and shared values. The brand proposition hinges on inclusivity and social harmony, implicitly distinguishing between those who embrace diversity and community, and those who do not. By inviting individuals who do not align with these values to leave the product on the shelf, Mixwell establishes itself as a mixer for a select, socially conscious audience, reinforcing brand identity through principled positioning rather than broad appeal. The campaign’s market strategy leverages cultural and emotional insight tied to the holiday season—a peak moment for beverage consumption and social mixing among friends and family. The creative approach uses narrative storytelling through a 1:30 original animated film and a key brand spot titled “Freedom,” which features a conventional “manly man” confronted with a twist that challenges traditional notions of masculinity and freedom. This narrative directly engages a progressive, open-minded demographic, subtly critiquing intolerance without alienating conservative audiences outright. Furthermore, the partnership with the International Gay Rodeo Association (IGRA), including a donation component and location choice, grounds the campaign in authentic community support and reinforces the brand’s alignment with LGBTQ+ inclusivity. Together, these elements craft a focused message: Mixwell is not just a beverage but a symbol of social values and genuine connection, appealing to consumers who prioritize authenticity and inclusiveness in their lifestyle choices. The campaign’s integrated use of film, OOH, social media, and targeted storytelling creates a cohesive market approach that taps into cultural conversations around freedom, acceptance, and togetherness during a critical sales period.

Creative Device

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