×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Online Exclusive: People

COORS CMO RON ASKEW LEAVING COMPANY

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."

Most Popular
In this article: