Beer advertisers seem to believe that images of buxom ladies, tailgating and frothy glasses are the ticket. It seemed that a fairly low degree of intelligence was assumed. Our research revealed that our target did actually have a brain and was rather irked by the clichés and sophomoric humor employed by much of the category. They felt misrepresented, misunderstood. These guys wanted to be seen as interesting. Inspired by this insight, we set out to turn the category on its head. In place of Joe Drinker with an easily relatable lifestyle, we created the Most Interesting Man in the World (MIM.) Instead of soothing the drinker with generic cues of masculinity, we used the sophisticated figure of the MIM, dashingly attired in Hemingway-style suits and situated in exotic and intriguing locales, to imply that all drinkers could and should be living a more interesting life.