Friday, 22 October 2010

Rapper Sean Combs' involvement has increased sales of Ciroc vodka from 120,000 cases p.a. to 400,000 p.a. in 2 years

"Sales were modest in its first few years on the market. Then, in late 2007, Diageo inked a marketing deal with Sean “P Diddy” Combs, the US rap star.
Mr Combs, who is also a music producer and actor with a brand of urban casual wear, has a wide following in the African-American community. He became more than a frontman for Ciroc. In exchange for a 50-50 split of the profits on Ciroc sales, he developed the branding and positioning for the vodka.
The results were remarkable, says Jim Mosely, senior vice-president for consumer planning at Diageo. “Only twice in my career have I seen an immediate response in our brand tracking,” he says of the jump in visibility Ciroc enjoyed after the announcement of the partnership with Mr Combs.
“We saw it really take off in the African-American community, and it has started to broaden its appeal. Throughout the entire economic recession, it was one of the few brands that never slowed down.”
In the first six months of 2007, before Mr Combs signed on, Diageo sold 60,000 cases of Ciroc. The following year, sales grew to approximately 169,000. In the full year ended June 2009, volume spiked to 400,000 cases. Sales rose another 48 per cent in fiscal 2010, according to Diageo’s earnings statements."
Source:  Figures from Diageo, reported by the Financial Times, 20th October 2010
[Note - I've extrapolated the 60,000 cases for the first half of 2007 to 120,000 cases p.a.]

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