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Diageo Launches New Push For Cîroc, Taps Veteran Marketer To Drive North American Whiskies

September 2, 2016

Diageo has unveiled a new marketing campaign for Cîroc vodka. Created in partnership with Sean “Diddy” Combs, the brand’s new “Let’s Get It” push has an aspirational theme intended to “encourage entrepreneurs and creators to pursue their passions.” TV ads will begin airing this month on CNN, Bravo, CNBC, USA, BET, VH1, TV1 and REVLOT, among other networks. After falling 19% in the U.S. last year to 1.6 million cases due to Diageo’s decision to reduce shipments of new products, Cîroc increased its sales by 95% in the first six months of this year.

Meanwhile, Diageo has named veteran marketer Sophie Kelly as senior vice president of marketing for its North American whiskey brands, a new role. Kelly, who was formerly CEO of agency The Barbarian Group, will lead efforts on brands including Bulleit and Crown Royal. North American whiskey comprised half of Diageo North America’s sales growth in its latest fiscal year, CMO James Thompson told the Wall Street Journal, adding that he expects the category to continue to grow in importance. —Daniel Marsteller

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