Sean "Diddy" Combs' Ciroc Vodka Named One of America's Hottest Brands

Advertising Age has announced its list of the top brand names of 2010. Cîroc vodka, Made in France, is one of the first vodkas made from fine French grapes, mauzac blanc and ugni blanc and distilled five times. It has what importer Diageo likes to call "liquid credentials." But what really sets this brand apart is Sean "Diddy" Combs.

Sales have skyrocketed since Diageo in 2007 partnered with Combs, who has described himself as a hybrid brand manager, chief marketing officer and spokesman.

Sales jumped 41% to $6.8 million in the year ended Oct. 3, according to SymphonyIRI, which excludes Walmart, club and liquor stores, and bars and restaurants. Diageo says the brand grew 552% from 2007 to 2010 and has replaced Belvedere as the second-ranked vodka in the "ultra-premium" category.

But it all still goes back to Combs. Before him, Diageo used to focus on the grape, said Jon Dobbin, a senior VP at MediaCom. "That whole grape story just didn't work, because nobody really cared. It didn't carry around enough cachet."

Combs set the tone early, telling Ad Age in 2007 that "I've branded myself as the king of celebration, and that's what this alliance is all about."

SOURCE: Advertising Age...