According to Ad Age, Diageo has tapped Diddy, the CEO of Bad Boy Entertainment, to act as brand manager on its Ciroc vodka brand. Diddy will be in charge of marketing, advertising, public relations, product placement and events.
Here’s how he sees the opportunity:
I didn’t think there was a vodka whose marketing spoke to my lifestyle, that made me feel like I want to feel. I’ve branded myself as the king of celebration, and that’s what this alliance is about. It’s not a glorified endorsement deal, it’s a hands-on, day-to-day investment. Diageo is No. 1 in the world spirits companies, so I look forward to having a lot of fun with them. It’s also significant for them to see things my way and break away from the industry to reach out to African Americans. It’s not an industry filled with color, so it was good for them to diversify themselves.
Diddy’s music label, Bad Boy, has issued recent No. 1 Billboard albums. His clothing line Sean John has surpassed Russell Simmons’ Phat Farm as the top-selling brand in urban clothing. And his dual line of men’s and women’s fragrances for women, Unforgivable, recently outsold other celebrity scents from Jennifer Lopez and Sarah Jessica Parker. So, it’s pretty obvious why Diageo would turn to this pop culture king for help.