I do know this is a different lure but a very similar design. This is a copy of the fishing tech for the lure I had pictured above.
"Proper presentation of this swimmer lure is to cast then very slowly retrieve, stop occasionally, and also occasionally twitch the rod tip to let the lip throw some water. These lures are designed to be surface swimmers, on a faster retrieve they will swim just below the surface. Action is a real nice tight tail wiggle.
Fish key in on the V wake and wiggle action that these produce and will explosively hit these lures!
Fish them SLOW! Sometimes you can let the wind or current take them out with an open bail and then fish them, this has been a very good technique!"
It may make a differance where the lure is weighted (head,belly, tail) although I'm not sure I have seen a head weighted lure before. I find the round nose swimmers like pictured usually don't give of a much of a popping/slashing as the flat nose swimmers. By adjusting the weight and the lip should make lure dive a bit deeper when trolling.
Sorry for jumping in on this as it was addressed for Roc but it is public somewhat. I just thought I'd throw in my 2 cents. That lure also looks similar to the Atom 40 style swimmer. Well atleast from what I see in the pics