In 1982, one of the boldest marketing moves ever was made when two of the globe’s most compelling brands joined forces to rock the hell out of America: Schlitz beer and The Who.
It was a natural move when you think about. Personally, whenever I open an ice cold Schlitz, the first thing that comes to mind is, “Damn, I really want to the listen to The Who right now.” And when I’m listening to The Who in headphones, more often than not there is a delicious Schlitz beer in my hand.
And we’re not talking “My Generation and Won’t Get Fooled Again with Keith Moon blowing drums up Who”, we’re talking “Face Dances and It’s Hard with Kenney Jones keeping the beat Who.” Times were desperate indeed.
The Who “Schlitz Rocks America” tour lasted 40 dates and cost Schlitz between 1 to 2 million dollars, but according to an article in Time Magazine from 1982, some estimate “$10,000 worth of free publicity for every $1,000 spent” came as a result of the tour.