During the reformulating period of the early 1970s, the original Schlitz beer formula was lost and never included in any of the subsequent sales of the company. Through research of documents and interviews with former Schlitz brewmasters and taste-testers, Pabst was able to reconstruct the 1960s classic formula. The new Schlitz beer, along with a new television advertising campaign, was officially introduced in 2008. The classic 1960s theme was also reflected when 1968 "Playboy" magazine playmate Cynthia Myers became a spokeswoman for Schlitz beer in 2009.