Diddy Rebranding Ciroc Vodka with Help from Jermaine Dupri and French Montana, New Ads Hit TV This Week
Sean ”Diddy” Combs, formerly known as P. Diddy and Puff Daddy, is working on rebranding his brand of premium vodka, Ciroc. The mogul’s ”Step Into the Circle” plan will hit TV and digital platforms this week, and Diddy recently spoke with Adweek about the rebrand.
The rapper and marketing pioneer wants to take Ciroc in the direction of ”we” instead of ”me.” ”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,” he explained.
Diddy recruited some pals for the new spots, like producer Jermaine Dupri and rapper French Montana. He said there are other people included who the public may not know are friends with the mogul too.
In recent years, other hip-hop artists like Jay Z and Nicki Minaj have gotten into the liquor game, but Diddy was one of the originators, taking Ciroc from 40,000 cases annually to 2 million.
”The people at Ciroc and I didn’t look at ourselves as, you know, ’We are combining hip-hop with a liquor brand,’” he said. ”So I don’t really know how to answer that question [outside] that when I came to Ciroc, I came from the hip-hop community. I think people try to simply put it in a box like that. But that’s not what happened. I don’t care if you are into rock ’n’ roll or dance music or are the biggest act in the world. A regular celebrity cannot get you to that — to what we’ve done. A person with a great idea or a team with a great idea gets you to 2 million cases.”
Diddy celebrated the one-year anniversary of his TV network, Revolt TV, in August. A music conference sponsored by the station took place in October in Miami.
”If better is possible, good is not enough.”
BAPE IS STILL ONE OF MY FAVORITE BRANDS
Bill Cosby‘s fall from public grace is snowballing. After decades of syndication, TV Land has reportedly removed “The Cosby Show” from its schedule following startling rape claims made against the comedian, actor and activist. And that isn’t the only Cosby production to get the ax, NBC dropped its Cosby project production, a source confirmed, and Netflixx cancelled his stand-up comedy special “Bill Cosby 77.”
“The Cosby Show” changed the way White America viewed the Black family and brought NBC back to ratings glory hitting over 30 million viewers by their third season premiere. Cosby’s character Cliff Huxtable was considered the quintessential Black father. The Huxtables broke racial stereotypes and continue to transcend generations.
Former Cosby’s star Raven-Symone found herself confronting rumors that suggested she was molested on the set of “The Cosby Show.”
“I was NOT taking advantage of by Mr. Cosby when I was on the Cosby Show!” she posted on Instagram. “I was practically a baby on that show and this is truly a disgusting rumor that I want no part of! Everyone on that show treated me with nothing but kindness. Now keep me out of this!”
Cosby has been accused of sexual assault by 14 women, including supermodel Janice Dickinson, who recently came out with her story. Cosby has yet to respond to the disturbing allegations. Instead, one of his lawyer’s John P. Schmitt, issued this general statement:
“Over the last several weeks, decade-old, discredited allegations against Mr. Cosby have resurfaced,” said John P. Schmitt. “The fact that they are being repeated does not make them true. Mr. Cosby does not intend to dignify these allegations with any comment. He would like to thank all his fans for the outpouring of support and assure them that, at age 77, he is doing his best work. There will be no further statement from Mr. Cosby or any of his representatives.”
But when Janice Dickinson detailed her alleged abuse in an interview with Entertainment Tonight, Cosby’s new lawyer Martin Singer, issued this statement:
“Janice (Dickinson’s) story accusing Bill Cosby of rape is a complete lie,” he said. “There is documentary proof that Janice Dickinson is fabricating and lying about Bill Cosby.”
GQ declared this the “end” for Cosby, who will most-likely never bounce back from these horrific accusations. While the “end” seems like the imminent future, we can’t help but feel emotional that our children and their children may never understand what “The Cosby Show” represented without Cosby’s personal black cloud hovering over it. It’s a sad day for more reasons than one. “The Cosby Show” will greatly be missed.