<P> The agency's rationale for the brand strategy was defined as: "He is a man rich in stories and experiences, much the way the audience hopes to be in the future . Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly ." According to the company, U.S. sales increased each year between 2006--2010 and tripled in Canada in 2008, although exact figures were not provided . Sales of Dos Equis are said to have increased by 22% at a time when sale of other imported beer fell 4% in the U.S. </P> <P> Goldsmith said in an interview that he realized how successful the campaign had been when a man came up to him in a restaurant, telling Goldsmith that the man had asked his young son what he wanted to be when he grew up, and the son replied: "I want to be The Most Interesting Man In The World ." </P> <P> The Most Interesting Man in the World has become an Internet meme, with a picture of The Most Interesting Man accompanying the phrasal template "I don't always (X), but when I do, I (Y)". </P> <P> On the September 22, 2012 airing of Saturday Night Live, guest host Joseph Gordon - Levitt played the unimpressive son of The Most Interesting Man in the World in a pair of sketches, with Jason Sudeikis appearing as his father in the second . </P>

Who is the guy in the i dont always meme
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