Diddy and Ciroc Keep Growing


Sean “Diddy” Combs just won’t stop! The name Diddy simply means success, money, power, and respect throughout the music, fashion, and liquor industry. One of the most successful hip hop moguls, pioneering a movement with his brainchild Bad Boy Records, kicked down steel vaulted doors to enter into industries that were not known for welcoming men like Diddy into their elite circle. While most celebrities struggle to remain relevant in a cold industry that lives up to the saying “Here today, gone today”, Diddy is that marketing genius who figured out the formula. Quick to let you know that he is, indeed, the King of New York, jokingly allowing phenomenon Jay Z to be King of Brooklyn, his friends, business associates, and fans love his arrogance because he has the goods to back it up.

After discovering one of hip hop’s legends Notorious Big back in the early 1990s, Diddy was a young record CEO hungry and on the war path to take Bad Boy Records to the top. Achieving his goals with such hits as Juicy, Big Poppa, and One More Chance performed by the late Notorious Big, little did Diddy’s competitors in the brutal music industry know that Diddy was more than a just a kid with lofty music dreams, he was a visionary. His brief stint as a marketing major at the prestigious Howard University, Diddy dropped out of college to run with the text-book knowledge of marketing and branding he picked up from a few professors combined with his street smarts he learned from growing up in Harlem. The whiz kid saw visions of taking hip hop from sagging jeans to elite levels.

It was a no brainer that the always snazzy dresser would eventually branch off into the fashion industry. His Sean Jean clothing and fragrance line made its mark throughout the fashion industry. But when Diddy surprised the world with his own brand of vodka, limits and blinders were taken off of hip hop culture. Ciroc, with the support of the faithful hip hop industry, immediately began giving its competition such as Grey Goose, Belvedere, Smirnoff, Absolute, and the list continues, a run for their money. Made from french grapes as opposed to potatoes like all the other vodka brands, Diddy always manages to stand above the rest. The smooth taste, designer bottle, and, ironically, no paralyzing headaches from a hangover like most vodkas will do to a person the next morning, Ciroc is top shelf premium.

Aside from the great quality, Ciroc also throws the best parties to introduce its new flavors. Known for breaking the Internet, like unveiling the new iPhone, introducing every new Ciroc fruit addition is a happening. Diddy took his reputation for planning elaborate events around the world and made Ciroc the host with most. The A-listers of Hollywood as well as Europe made sure they were present in Manhattan last week for Diddy’s big birthday bash where he introduced Ciroc’s new apple variant. Steadily growing increasing Diddy’s net worth to a reported $735 million, Ciroc is, indeed, one of his greatest visions come to life.

Though Diddy has had his share of disappointments, failures, and losing friends like Notorious Big to violent, unsolved murders, the little boy from Harlem, who also lost his father to a drug deal gone bad and raised by a single Mother, saw past his circumstances and visualized himself being on top of the world. Always dressed to the nines arriving to meetings and interviews with his children in tow, Diddy achieved it all, but will tell you…he still wants more.

Strategy & Equity