New Belgium Brewing Company (NBB) has strong values of environmental and social responsibility. They provide employees benefits like open-book management, bike commuting, and partial ownership in the company over time. This contributes to high employee satisfaction and quality in their flagship beer, Fat Tire Amber Ale. NBB was also the first wind-powered brewery, showing their commitment to sustainability. Their target demographic appreciates these values and an active, community-oriented lifestyle. Some in this group are also attracted to the undiscovered "hipster" image of Pabst Blue Ribbon. The campaign aims to appeal to this younger audience's sense of childhood wonder and simplicity while keeping Fat Tire's professional image.