CIROC Vodka 'Perfectly Smooth' In New Ad Campaign

NEW YORK, June 2 /PRNewswire/ -- Today the makers of CIROC Ultra Premium vodka will debut their 'Perfectly Smooth' ad campaign featuring entertainment mogul Sean "Diddy" Combs and a surprise, up-and-coming comedian. Together, the unlikely duo will introduce the new CIROC RED BERRY and CIROC COCONUT flavors, while showing consumers what 'smooth' means during a tongue-in-cheek battle of wills.

In the new campaign, the makers of CIROC vodka showcase Mr. Combs' comedic chops, injecting a bit of humor while still maintaining the brand's sophisticated persona and luxurious lifestyle. Directed by Grammy and Cannes award-winning talent Dave Meyers, the campaign will feature a 30-second on-air "teaser" spot to promote a full three-minute long short film that will live online exclusively at www.ciroc.com.  In the film, Mr. Combs challenges an unexpected visitor to a "Smooth Off" competition. In an otherworldly manner, Combs demonstrates his gravitas as he floats through his living room to greet his company. His challenger then reveals his own prowess, when, rather than accepting cocktails from Mr. Combs' butler, he mysteriously reveals bottles of the newly-launched CIROC RED BERRY and CIROC COCONUT. The film then culminates in an all-out battle for the title of "Smoothest Man."

The 'Smooth Off' film will be complemented by additional creative and online vignettes featuring Combs showing off his smooth skills, which will air later this summer. The campaign will also feature a social responsibility-focused spot to reinforce the brand's commitment to responsible decision-making.

"As CIROC vodka's smooth character and unique flavor profile is what sets us apart from our competitors, this creative direction perfectly complements our liquid while also highlighting our brand's sophisticated lifestyle," said Combs, who entered into a strategic marketing alliance with the spirits brand more than two years ago. "Adding a twist of humor helps us communicate our key brand messages in a fun, entertaining way."

CIROC vodka, one of the world's only vodkas made from grapes, made its broadcast advertising debut in the fall of 2008, in which Mr. Combs and the brand harkened back to the style and charisma of some of Hollywood's most iconic figures to illustrate "The Art of Celebration" through stunning black and white visuals and a soundtrack that featured Frank Sinatra's renowned "Come Fly With Me." This new campaign also seeks to capture the CIROC vodka lifestyle with a touch of humor.

Since announcing its strategic alliance with Combs more than two years ago, CIROC vodka has grown significantly in size and continues to garner industry awards, recently winning a prestigious Double Gold Medal at the 2010 San Francisco World Spirits Competition.

ABOUT CIROC Vodka

CIROC Ultra Premium Vodka is made using French Mauzac Blanc and Ugni Blanc grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. CIROC vodka launched nationwide in September 2003.  In October 2007, DIAGEO -- the world's largest spirits, wine and beer company - made spirits history by entering into a strategic alliance with entertainment entrepreneur Sean "Diddy" Combs, in which Combs and Combs Enterprises, LLC agreed to lead all brand management activities for CIROC. The makers of CIROC Vodka launched two new flavors nationally -- CIROC RED BERRY and CIROC COCONUT -- in February 2010. Both are made with vodka distilled from fine French grapes and infused with natural coconut/wild berry and other tropical/fruit flavors.  Imported from France by Diageo, Norwalk, CT. Celebrate Life Responsibly.

SOURCE CIROC Vodka