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Online Exclusive: People


Flagship Coors Light Product to Post Second-Straight Annual Sales Decline

By Published on .

CHICAGO (AdAge.com) -- The chief marketing officer of Coors Brewing is leaving Dec. 14, the brewery confirmed.

Ron Askew is leaving the company as the flagship Coors Light brand is on track to post its second-straight year of declining sales.

'Rock On'
Mr. Askew, who joined the brewery in late 2001, in April 2002 launched the music-and-bikini-charged "Rock On" campaign for Coors Light. The effort was best known for introducing the world to a pair of curvaceous blonde twins. Interpublic Group of Cos.' Foote Cone & Belding, Chicago, created the effort.

While the campaign was popular with young adults, it didn't spur sales. A few months ago the brewer changed its message to emphasize the beers' "cold-filtering" process in work from FCB.

A Coors spokeswoman declined to divulge details about Mr. Askew's departure, but said "it was Ron's decision."

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