Sept 25th:
.
1981
The
Rolling Stones start their US tour with a concert at JFK Stadium in Philadelphia, where they play to a crowd of 90,000.
The tour is sponsored by musk maker Jovan, establishing a new paradigm for corporate involvement.
Artists have pitched products in the past, typically for alcohol
(Hank Williams Jr. for Jim Beam), (Charlie Daniels for Skoal) or recording gear (Earth, Wind & Fire for Panasonic),
The tie-in with Jovan, one of the top three fragrance companies, marks the first major sponsorship of a national tour.
The Stones don't have to wear the fragrance or endorse it.
For Jovan's reported at $3 million, they get their logo on every ticket and on the promotional materials, including the copy sent to radio stations encouraging them to say something like "The Rolling Stones tour, presented by Jovan, comes to the Woobiedoobie Arena on Thursday."
The official tour logo is the Jovan logo with the Stones
lips and tongue sticking out of the O.
In 1971, Jovan became the first fragrance company to sell natural musk, a feral scent made from the secretions of male musk deer.
In 1981, it's a very popular scent among young men looking to boost their animal attraction, which is the Rolling Stones core audience.
By associating their musk with the band, Jovan sets themselves appart from competitors like Avon and Faberge, which have their own musks. You might not move like Jagger, but maybe you can smell like him.
The deal was initiated by J. Walter Thompson, Jovan's advertising agency.
It's a risk for both parties: The Stones could face sell-out accusations, and the stink from any indiscretions on the tour could rub off on Jovan.
But this is not the Rolling Stones of the '60s, when they were
getting arrested, losing a member to a drug overdose (Brian Jones), and
using gang members for security.
Thank in part to a sober Keith Richards, the tour goes off without incident, grossing about $52 million and selling over 3 million tickets, making it far and away the top trek of 1981.
Bands and advertising agencies smell an opportunity, leading to more tour sponsorships of this ilk.
When
The Who embark on their 1982 tour, it's sponsored by Schlitz.
Eric Clapton's 1983 tour is sponsored by Camel cigarettes.
That same year, Jovan spreads their scent even further by teaming up with
Kenny Rogers. In addition to the tour sponsorship, they introduce two new Rogers-inspired scents:
The Gambler and
Lady.
When the Stones launch their next world tour, Steel Wheels in 1989, it's sponsored by Budweiser.