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Spades wine and spirits1/13/2024 ![]() Under Combs’ leadership, the vodka brand identified a new consumer base, younger drinkers who were eager to expand their options. Combs countered with an equal-share partnership, where he would serve as the brand manager and chief marketing officer. His marketing agency, Blue Flame, would be in charge of advertising. In the early 2000s, Cîroc was the fiftieth ranked vodka in the world, according to Business Insider.įour years after Cîroc’s debut, Diageo approached Combs with a celebrity endorsement deal. The partnership failed to produce needed sales. Marketing is essential to garner and retain consumers in a competitive landscape, so the brand hired NFL players as celebrity ambassadors in the early 2000s. A vodka-adjacent spirit made with French wine grapes, Cîroc initially struggled to attract consumers already loyal to established vodka brands like Grey Goose. In 2003, British beverage conglomerate Diageo created Cîroc with French oenologist and distiller Jean-Sébastien Robicquet. “I’ll be damned if I drink some Belvedere while Puff got Cîroc.” - Jay-Z, “Family Feud,” 4:44 His journey embodied a new version of the American Dream.Ĭombs wasn’t the first celebrity to try to turn Cîroc into a household name, but he was the most successful. Hip-hop is instrumental in his “rags to riches” story, from the launch of preeminent record label Bad Boy Entertainment, to his foray into high fashion with Sean John, where he won the Council of Fashion Designers of America (CFDA) award as Menswear Designer of the Year in 2004. As CEO of Bad Boy World Entertainment, Combs oversaw designer namedrops in artists’ lyrics, and launched his own clothing and perfume lines. pop culture, Combs contributed to the rise of “hip-hop luxury” in the late 1990s and early 2000s. One of the most recognizable figures in U.S. In October 2007, Sean “Diddy” Combs married Cîroc and hip-hop.
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