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Ciroc Boyz

Challenge

CIROC was an unknown Vodka introduced to the Ultra Premium Vodka category by Diageo. Five years later Diageo and Sean’ Diddy” Combs formed a strategic alliance. Just as in previous endeavors, Diddy turned to PMI to help create a promotion strategy that would embed the brand in the Urban consumer’s lifestyle.

Solution

PMI used the same strategy they have used to help Mr. Combs build his musical empire and turned to one of the biggest influencers in the urban community, the DJ. There have been DJ Programs before but only an experienced Music Promotion department like PMI’s would understand the right mix of individual success, relevance and influence on the culture that was needed from a DJ. PMI and Sean Diddy Combs handpicked relevant DJ’s whose success had morphed beyond DJjing music and labeled them the Ciroc Boyz.

Results

Just as the Ciroc brand is synonymous with quality and success, the same trait holds true and is the cornerstone and the hallmark of each individual DJ selected to be a Ciroc Boyz. The Ciroc Boyz brand has become inspirational to DJ’s across the globe. Since the beginning of the CIROC Boyz program, Ciroc gained unprecedented high yields and undeniable impact immediately. Within 8 months the brand saw triple digit sales growth with an overall 100% sales increase. Numerous attempts have been made by competitive brands to replicate the Ciroc Boyz program and the 2 million cases in sales spurred by PMI’s Influencer program

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