Beer Buzz Wears Off

Ron Askew, Chief Marketing Officer at Coors Brewing–the nation’s third largest brewer–is stepping down.
Askew helped shift the brewery’s advertising from quaint spots featuring Pete Coors “somewhere near Golden” to quick cut music video-style spots starring the Coors Light twins. According to USA TODAY, the concept got its start when Askew, asked roster shop, FCB to create an “anthem for what guys really like.”
FCB responded by writing “love songs” for guys. As Chuck Rudnick, group creative director, says: “Nobody would argue men love women, so why not two of them? That’s why twins rings so true.”
The bimbettes never did appeal to me, but hey I’m not a frat boy, so it doesn’t matter.
Where Askew clearly excelled is in the arena of tie-in partners, which should come as no surprise given his marketing services background–Askew founded and ran Coors’ promo agency The Integer Group (where this writer once toiled), prior to jumping ship to the client-side. Most notably, under Askew’s leadership Coors inked deals with the National Football League and Miramax.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.