“While the �High Life Man“ was primarily aimed at men ages 35 and up, the �Girl in the Moon“ is intended to also resonate with men and women ages 21 to 34. They may not be as familiar with High Life as their fathers or grandfathers, but they are proving amenable to drinking brands like Pabst Blue Ribbon that compete against High Life. Such brands are finding new favor as part of a consumer trend called retro-chic.� - Wieden & Kennedy