They were still in their 20s when the Rolling Stones famously lamented, "What a drag it is getting old." Their No Filter tour last summer certainly belied that sentiment, as the iconic band of 70-somethings performed in 14 cities across the country — not long after lead singer Mick Jagger underwent successful heart surgery. Going along for the ride was the Alliance for Lifetime Income, the U.S. tour's exclusive sponsor. The nonprofit organization, comprising 24 large asset managers and insurance companies, wanted to reach people ages 45-72 to spark discussions about retirement planning and investing in annuities. To reach this baby boomer- dominant demographic, the marketing crew at the Alliance for Lifetime Income couldn't get better satisfaction than a nationwide tour by the age-defying rock group.

"Our point with the sole sponsorship of the Stones was to get access to their 15 million concertgoers and their 25 million social media followers," says Jean Statler, executive director of the Alliance. "It was the biggest event of the summer in the United States." But the Rolling Stones offered something much more than numbers. They represented the new ideal of aging that many baby boomers embrace wholeheartedly. "They embody the new retirement," Statler says, referring to the Stones. "You don't retire. You just continue doing what you love."