In light of today's announcement that Diddy will be acting as CMO for Ciroc vodka, I think this question is absolutely critical. Another: Where are the Ciroc brand managers? Are they so afraid of--and, perhaps, inept at--marketing to urban audiences that they will hand over their brand to an outsider? Things like this make me think about a brand's courage, about whether or not is has a compelling position, etc. Is Diageo admitting that they have absolutely no clue about how to speak to urban audiences? Seems like that's the case, and it seems desperate.
We should all watch this to see if Diddy can significantly impact sales and create more value for the vodka. I have my doubts, but am open to being pleasantly surprised.
In the meantime, one of the causes of my concern is his launch of his own "Unforgivable" fragrance. By the looks of this video--all ego and cliche--the fragrance might be better named "Coercion". See for yourself.