Diddy Wants To Rebrand Ciroc Vodka

News

Straight from his Hustle 101 lecture, Sean “P.Diddy”Combs is an expert at revamping everything he touches. Even expensive spirits.

So, it shouldn’t come as a surprise that the Harlem hustler, CEO, rapper, businessman — to name a few of his titles — is overseeing Ciroc’s “Step Into The Circle” campaign. According to http://www.adweek.com/news/advertising-branding/sean-diddy-combs-rebranding-ciroc-millennial-mindset-161454
, “Step Into The Circle” is aimed at rebranding the popular spirit. “You are in a circle of friends, you are in a circle of people that you trust, unplugging, cherishing those times. I wanted to remind people of those times and what’s important about that circle,” Diddy said to Adweek of his rebranding strategy.

Earlier this year, the Bad Boy CEO entered into a lucrative venture deal with Diageo to purchase DeLeon Tequila.

What’s at the heart of the rebrand?
Diddy: You are in a circle of friends, you are in a circle of people that you trust, unplugging, cherishing those times. I wanted to remind people of those times and what’s important about that inner circle.

How does the message differ from the last campaign, “Luck Be a Lady”?
It’s more down-to- earth, it’s more true to reality, and it’s millennial-driven. It’s aspirational, celebratory and inclusive for that generation. …

Are there co-stars like the prior spot when you had Aaron Paul, Michael K. Williams and Chrissy Teigen?
You’ll see some of my friends that I roll with, [record producer] Jermaine Dupri, who I grew up with, and [rapper] French Montana. …

Your part with Ciroc seems bigger than spokesman—you appear to be more of a brand leader. What strengths do you bring to that role that other people cannot?
I don’t compare myself to anybody. I am that blend of art and commerce. …

Read Adweek’s entire interview here.