Marketing campaign history
When the brand was launched in 2003, NFL football player Earl Little was one of the first American brand ambassadors to promote the beverage in the U.S. market.[20] It was introduced to nightclubs and venues throughout the United States and marketed especially in cities such as Atlanta and Miami.
In 2007, rapper Sean Combs became a brand ambassador for the vodka brand, which had been struggling to sell 40,000 cases in its first few years on the market. In December 2007, the commercial for Cîroc had Combs calling the drink the "official vodka of New Year's" after brand became official sponsor for Cîroc The New Year event.[21] Describing his ambassadorship of the brand, Combs sometimes jokingly refers to himself as "Cîroc Obama". Combs's brand evangelism improved sales substantially;[22] By 2014, the brand was selling more than two million cases per year.[20][23]
Following the success of the partnership, Combs and Diageo also co-purchased the DeLeón Tequila brand in December 2013.[24] Combs's ownership of the liquor brands is managed through his company Combs Enterprises, which also includes AquaHydrate bottled water and various non-beverage businesses.[25]
The Colangelo brand development company was involved in the development of brand positioning.[26] Brand Development agency Haines McGregor are responsible for Global research, positioning and identity development for Cîroc. The work included the development of brand guidelines and growth driver tool-kits for all markets.
On 14 December 2011, the company began airing a "Luck Be a Lady" advertising campaign for ultra premium vodka, directed by Anthony Mandler. The ads feature a group of elegantly dressed friends (Combs, Frank Vincent, Eva Pigford, Michael K. Williams, Aaron Paul, Dania Ramirez, Chrissy Teigen, and Jesse Williams) enjoying a festive night on the town.
Other artists such as DJ Khaled (added in 2016) and rapper French Montana (starting in 2017) have also been involved in the brand's development and marketing.
In 2020, Cîroc introduced a #CÎROCStands initiative, which encouraged voting in the 2020 United States elections and was expanded to promote Black-owned businesses and especially businesses owned by Black women.[27]
In Nigeria, Cîroc promoted fashion entrepreneur Ozinna Anumudu as its "newly unveiled member of the Cîroc circle" in September 2021.[28]
The brand's marketing on social media has come under criticism for a lack of adequate disclosure of paid promotional activities. In 2017, the U.S. Federal Trade Commission (FTC) sent a letter to Combs and 45 other celebrities to remind them of legal requirements to properly disclose their paid sponsorships, and in early 2018 the Truth in Advertising watchdog organization (abbreviated TINA) sent a letter of complaint to DJ Khaled and Diageo expressing concerns about Cîroc. Later in 2018, TINA sent a letter of complaint to the FTC, pointing out the actions of 50 influencers that it said were in violation of disclosure requirements involving their promotion of the Cîroc brand. These influencers included Combs, DJ Khaled, French Montana, Alessandra Ambrosio, Cassie, Bow Wow, and Ashanti.[29] DJ Khaled later removed the problematic advertisements that he was involved with, which had included more than 300 promotions of Cîroc and other brands between June 2017 and March 2018.[30] TINA also complained that the brand's promotion activities included material likely to reach audiences who are under the legal drinking age.[29]
