Bad Boy Records CEO Diddy appeared on the “Arsenio” show this week to talk about the success of his Ciroc Vodka brand and why he decided to go with a classy look for the alcoholic beverage’s marketing.
While on the talk show, Diddy publicly turned down one of Arsenio Hall‘s vodka flavor pitches.
“Ciroc is the smoothest, best-tasting vodka. It’s just a good time in a bottle,” Diddy explained in an interview. “There’s one other thing I have to say, you have to drink responsibly, especially during the holidays and, you know, we want to do it in a classy way. That’s why we’ve done the commercials that way. It’s not about overdoing it. It’s about, you know, being right in that pocket. [Vodka-flavored vodka?] I mean, you know, we got a good thing going, Arsenio. [laughs] If it ain’t broke, don’t fix it. We don’t want a hard sell. We want to keep it classy. At the end of the day, we just on this black glamour, man. And it’s smooth and it’s tasteful and we need to dress up sometimes, take your lady out, take her dancing. Drink some Ciroc.” (“Arsenio”)
While details are still coming together, recent reports suggested a new partnership appropriately titled “The Toast of the NBA” was in the works with Ciroc.
Sean “Diddy” Combs just keeps on winning. CIROC Ultra Premium Vodka and the National Basketball Association (NBA) announced a multiyear marketing agreement today. The campaign will be called “The Toast of the NBA.” Led by Sean Combs, CIROC will lead the charge on responsible drinking with NBA fans nationwide. This announcement indicates a larger partnership entered into with the NBA by Diageo, the world’s leading premium drinks business and parent company of CIROC, making Diageo the exclusive spirits partner of the league. (XXL Mag)
The joint venture would also seek alternative ways to spark social interest.
Combs, CIROC and the NBA will work together throughout the season, both on and off the court, on how to probably celebrate which P. Diddy calls the ‘Art of Celebration.’ The purpose of the partnership is to elevate key NBA lifestyle events such as NBA All-Star and the NBA Playoffs with fun and engaging social media programming, consumer sweepstakes and activations. The NBA and CIROC will also produce a series of public service announcements videos which will star NBA talent. (XXL Mag)
Diddy has added to his legacy and bank account with his overnight success in being behind Ciroc.
“Number one is Diddy at $550 million. He’s number one, far and away from everybody else mainly because of Ciroc,” editor Zack O’Malley Greenburg said in an interview. “He’s got this incredible deal backed by beverage giant, Diageo. He gets a huge cut of profits and he’s entitled to a split in profits of any sale of the brand. Second up we have Jay-Z. Jay-Z’s one of the only artists whose making a lot of music actively. He released Watch the Throne last year — so Jay-Z’s right up there.” (Forbes)
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Check out Diddy’s interview: