“When You’re Out of Schlitz, You’re Out of Beer”

Fear Factor enthusiasm

I must admit I share Gregg Levine’s frustration–

In 1976, the Schlitz Brewing Company of Milwaukee, WI, was the number two beer maker in the United States, its roughly $600 million in sales almost equal to that of industry leader Anheuser-Busch. But trouble loomed. The growing popularity of name-brand light beers, increased availability of niche and foreign brews, and a change in Schlitz’s brewing process, done to make its namesake beer cheaper to mass-produce, all were taking a toll on the market share of “the most carefully brewed beer in the world.”

So, in the Summer of 1977, an new CEO at Schlitz abandoned their heretofore successful “Go for the Gusto” slogan, and turned to the ad men of Leo Burnett to craft a message that would help increase the brewer’s short-term profits (the time between investment and payback was apparently too long for new management). What the boys from Burnett produced was a campaign that will live in infamy:

At the screening of the new commercials, the Burnett people watched as the boxer told a disembodied voice that he was going to knock him “…down for the count” for even suggesting a switch from the Schlitz label. The outdoorsman in one of the following commercials told his pet mountain lion to calm down after his choice of Schlitz beer was also challenged and snarled back to the animal, “Just a minute, babe. I’ll handle this.” . . . . The reactions to the commercials once they went public were almost immediate; people hated them. Burnett officials were appalled at the reaction. . . . . Ten weeks after the commercials first began to air, Schlitz management ordered them pulled. Soon after, the Leo Burnett ad agency was fired by the Joseph Schlitz Brewing Company. The short-lived run of commercials would go down in advertising history as “The Drink Schlitz or I’ll Kill You” ad campaign.

…

In 1976, there were fresh choices for beer drinkers, and Schlitz’s reaction was to abandon their core identity as well as their winning formula. They chose to eschew long-term investment for short-term profit, and when threatened by fast-weakening consumer enthusiasm, they decided to threaten their consumers right back. Threatening consumers did not work for Schlitz, and that was in a category where people pretty much understand the immediate benefits of their choices.

For Democratic leaders, threatening unenthusiastic voters with vague pictures of doom and gloom, when much of what the voters see right now is already pretty gloomy, is not going to “wake up” very many of the rank and file. Promising little else in terms of benefits if Democrats stay in power-little beyond “there’s more to do”-does not provide enough positive motivation to engender enthusiasm.

You see, I can’t find the lyrics to that song either.