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