Our target consumer - a twenty-something, college-educated male - is famously promiscuous when it comes to his beer, reportedly drinking as many as 12 different brands at any given time. Our goal was to create a distinct brand identity and to insert the Dos Equis into their culture and vernacular. We had to present Dos Equis in a way that would spark chatter and pique curiosity, and, most importantly, reach beyond the infantile humor typical of beer advertising. Our challenge was to grow sales and penetration in a time of industry decline.