Always Be Nice Beer Can w/ Detachable Sticker

MANTRA The challenge is not the act, it’s the frequency. It’s desperately needed in the world today, where empathy, kindness, and respect seem to be in short supply. It’s free, it’s simple, it’s within your control, and it’s rooted in who your mother wants you to be. Always Be Nice. You will smile more, stress less, grow stronger, love harder, and share our one unifier — humanity. WHY In 2016 Squeaky created the ALWAYS BE NICE© brand — a movement that started with creating a neon sign in Squeaky’s offices for all who visited/worked at the agency. It was a daily reminder to spread empathy into the world. It then became a sticker in multiple languages that has been placed globally and handed out 10’s of thousands of times. WHO In the fall of 2023, Squeaky collaborated with a local brewery to launch the Always Be Nice© Hazy IPA. It featured the call-to-action “Drink One, Share One” integrated into the label design as well as a die cut ABN sticker that could be used immediately. Staying true to our core value of empathy and community support, Squeaky donated a portion of the proceeds from this release to the nonprofit organization World Central Kitchen. This was a limited edition batch that we are working to bring back into production as soon as possible.

From the original award submission.