Ciroc Vodka Taking New Approach

Ciroc Vodka announced a partnership with PDiddy, giving up branding and marketing controls to Puffy in an effort to align the Vodka with on of the biggest names in Hip-Hop and differentiate the brand from the stiff competition (no pun intended) within the hard alcohol category. The partnership gives partial ownership to PDiddy (possibly 50%) in a deal structure similar to 50 Cent's arrangement with Glaceau's Vitamin Water that left the rapper cashing in after Glaceau was sold to Coca-Cola.

This type of deal structure is a great opportunity for the brand and the celebrity to build on the strengths of the celebrity with not having to create a new brand, utilize previous brand recognition and established distribution. As compared to Trump branded Vodka, this partnership will allow those who don't associated with PDiddy to still resonate with the brand and enjoy the vodka, while at the same time, the association with PDiddy will strengthen the brands presence within the party/club lifestyle.

Unfortunately, Ciroc also gave up marketing and branding control to PDiddy, which has been disastrous at best with his last attempt.

These types of partnerships are becoming more common place, the afore mentioned 50 Cent deal as well as David Beckham not resigning with Gillette because he wanted more than just an endorsement deal, i.e. partial ownership or revenue sharing. I am surprised that Ciroc gave up 50% ownership in the Vodka, but I would expect to see more partnership arrangements like this one in the future.

Unforgivable Women Commercial is, well, Unforgivable

With the success of his mens fragrance, Unforgivable, rapper, Puffy, PDiddy, Puff Daddy, Sean John, Puff the Magic Dragon has released his newest scent, Unforgivable Women - a new fragrence for women. The release of the new perfume has been aided with a racy commercial that is too provocative for TV, even limited to airing after 9pm on one of PDiddy's most valuable avenue to reach consumers. The commercial stars and was directed by PDiddy himself and lacks class and sophistication.



The :30 spot seen above (also in :20 and :60 spots) depicts PDiddy meeting and having a sensual encounter with a young lady in the stairwell of a hotel. Despite its sexual nature, its a wonder that anyone at Estee Lauder allowed this commercial air. Puffy himself seems a little upset that the suits are censoring his commercial. "I feel strongly that this movie needs to be viewed and judged by the public rather than by executives," Combs said. "Some people may be uncomfortable with the sensuality and sexual content, but it is important for them to make that decision personally." source First off, its a commercial, not a movie. Second, it sounds like he needs to take some advice instead of thinking he is bigger than life

I would hope that after this poor display of marketing talent would keep PDiddy from directing any future commercials that end up on TV. Unfortunately, this 'scent' will probably do rather well at retail, and Puff John will claim success, leading to more abominations.