A method for producing a multicoat color and/or effect paint system comprising a pigmented aqueous basecoat material comprising at least one polyurethane resin (A) as binder, at least one color and/or effect pigment, and 0.05% to 10% by weight, based on the total amount of the pigmented aqueous basecoat material, of an associative thickener (B) different from the polyurethane resin (A), the associative thickener (B) being composed of at least one compound of the following formula (I): with n=0 to 50, where R= with m=0 to 10, where R1═H or R2, where R2= with o=0 to 50, with the proviso that for not more than 50% by weight of the compounds of the formula (I), m=0 and R1═H.