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.
