Sean “Diddy” Combs earned his reputation in the music industry as a master mixer and super producer. Since his partnership with, spirits company, Diageo he has also become the producer of remarkable sales results for Cîroc, helping to make it the fastest growing major Vodka in the U.S. As a marketer Combs is a force of nature, although he has been labeled a shameless self-promoter, “Diddy” is also known for his tireless work ethic and take no prisoners attitude.
These qualities along with his well-documented reputation to host world-class parties from the Hamptons to Ibiza as well as a successful track record in music and fashion give him tremendous credibility as a tastemaker. “Diddy” has an extremely strong brand identity and is obviously a great partner for brands looking to build with an aspirational audience.
The Ciroc Deal debuted in 2003 and quickly differentiated itself from other vodkas on the market. Unlike the majority of vodkas that are made from grain, Cîroc is made using French Mauzac Blanc and Ugni Blanc grapes. Despite the distinction the brand still had a hard time standing out in an extremely crowded vodka market sector and sales were under whelming.
Four years later, in 2007, the partnership between Diddy and Cîroc was formed. He would begin leading all brand management activities for the fledgling vodka brand and would quickly make it a hot commodity among fashion and entertainment tastemakers.
By 2009 the Diddy, Cîroc partnership was paying dividends. Sales were up 159% and were still climbing despite the economic downturn. The deal is said to give Combs a 50% ownership stake in the Cîroc brand. The vodka sector is extremely competitive and constantly evolving vodka flavors are growing faster than regular vodka generating 21% of total vodka sales in 2008. Never one to be complacent in 2010, Combs will lead Cîroc into the flavored vodkas arena with two new flavors personally chosen by him. Coconut and Red Berry. I haven't had a chance to try Red Berry but if my early experience with Coconut Cîroc is any indication Diddy's got another hit…and the ladies love it.
-LM
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