![]() Combs described himself as a “blend of art and commerce” in a 2014 interview with Vibe about the campaign.Ĭombs is not the only hip-hop icon to enter the liquor and spirits industry. In 2011, Jay-Z worked with Bacardí and Château de Cognac to launch D’Ussé. Williams, supermodel Chrissy Teigen and legendary record producer Jermaine Dupri. In 2011, Combs was featured in the “ Luck Be a Lady” campaign alongside actors Aaron Paul and Michael K. “The brand sold more than two million cases in the U.S.,” wrote Ritson. “That’s still only half that of Grey Goose, but the trajectory of the two brands has now been reversed. Goose is flat, and Cîroc is catching up, fast.”Ĭombs utilized his status as a pop culture icon and hip-hop mogul to incorporate the genre’s biggest stars into Cîroc’s campaigns, like 2016’s “ Let’s Get It” with DJ Khaled and French Montana. Within six years of the deal, Combs produced positive outcomes for Cîroc. Sales increased 600% from 2008-2013, according to Marketing Week. In 2013, competitors like Grey Goose saw 2% to 3% year-over-year sales, compared to Cîroc’s growth of 65% in the same time period. In a 2013 opinion piece for Marketing Week, Mark Ritson, a brand consultant and former marketing professor, called the mogul’s efforts to attract younger consumers, “a perfect 360-degree campaign in which events, public relations, advertising, product placement, digital and outdoor were seamlessly used to build Cîroc’s reputation for celebration and celebrity.” His work with Cîroc was much more multifaceted. ![]() “It’s that trendsetter, that hipster, someone who’s looking for luxury and looking for something better.”Ĭombs noted that it wasn’t an endorsement deal, either. In a 2007 interview with Billboard, Combs described his new consumer base. “They’re looking for something that tastes like their lifestyle,” he said. 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. ![]() Decorative Wine Racks & Modular Systems.
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