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.