SEAN “DIDDY” COMBS SIGNS WITH DIAGEO
Sean “Diddy” Combs (formerly “Puff Daddy”) has signed a multiyear deal to develop Diageo’s Ciroc vodka brand for a 50/50 share in the profits. Depending on how well the brand does, the agreement could be worth more than $100 million for Diddy.
"It is not an endorsement deal," Combs told the AP on Tuesday night. "This is something that will have my daily attention."
Combs will reportedly be responsible for everything from marketing the brand to deciding where to sell it, and will focus on attracting "movers and shakers" to the line.
"I can't overhype someone into loving vodka," he said. But once consumers actually taste Ciroc, "I think we can convert a lot of people."
"It is not an endorsement deal," Combs told the AP on Tuesday night. "This is something that will have my daily attention."
Combs will reportedly be responsible for everything from marketing the brand to deciding where to sell it, and will focus on attracting "movers and shakers" to the line.
"I can't overhype someone into loving vodka," he said. But once consumers actually taste Ciroc, "I think we can convert a lot of people."
posted at 12:19 PM
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