"The campaign the marketers came up for Schlitz was built around the tagline, "If you don't have Schlitz, you don't have gusto." In a series of four ads, an offscreen voice asks different tough characters to give up their Schlitz and try some other unappealing beer."
"Unfortunately, what was destroyed was the beer itself, as the texture turned sludgy and the fans hated the new taste. Sales started to tank, and the company had to recall 10 million bottles and cans in 1976."
Schlitz, once a leading beer brand, faced declining sales in the 1970s after altering its production process, resulting in an undesirable taste. To combat this, the company launched a controversial ad campaign featuring the tagline, "If you don't have Schlitz, you don't have gusto." This campaign, intended to project toughness, ultimately failed and contributed to further sales decline, marking a significant misstep in marketing history for the brand.
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