Diddy and Ciroc Vodka – a working product placement relationship

Since 2007, Sean ?Diddy? Combs has endorsed Ciroc Vodka. As the 50 percent owner of the brand, Diddy and Sean Combs Enterprises handle many aspects of brand management.

Combs? company handles many of the brands marketing, including product placement and public relations. The partnership has yielded great results.

As described by AllHipHop.com, ?The partnership with Combs is extremely lucrative, helping Diageo earn over $2 billion in liquor sales in 2008. Combs began promoting the brand in a deal announced in October of 2007. Since then, sales have climbed from 60,000 cases in the first half of 2007 to a whopping 400,000 cases for 2008-2009. According to Strachan, Combs is a true partner in the venture and receives half of Ciroc?s profits.?

This is a clear case where brand image was backed by solid product placement. Place anything beside Diddy, and you have yourself a successful marketing formula.