In this long running series of campaigns, KesselsKramer celebrated all aspects of an increasingly rare species: the proper man. From epic television commercials to posters displaying man at his manly best, Bavaria sought to present a tongue-in-cheek look at modern masculinity.

The beer for real men expresses its distaste for all things unmanly. Like, for example, talking about emotions.
Horrified by a series of books designed to help men and women understand each other’s vulnerabilities, Bavaria launched a counter offensive. It created a line of self-help titles that sought to explain the divisions between the sexes in simple black and white terms. After all, “Men Are From Bars, Women Are From Venus.”