Sean 'Diddy' Combs Is Rebranding Ciroc for the Millennial Mindset

The vodka's new message is more about 'we' than 'me,' says the mogul

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Sean "Diddy" Combs has always been a hip-hop marketing pioneer, extending his brand into fashion in the late '90s and top-shelf liquors in recent years. Since 2009, he's helped Diageo's Ciroc vodka go from 40,000 cases sold annually to 2 million. And now other musical artists such as Jay-Z and Nicki Minaj want a piece of the action. So Combs this year has upped the ante, expanding his relationship with Diageo to a DeLeón Tequila deal and overseeing a "Step Into the Circle" rebrand for Ciroc, with TV, digital and out of home going live this week.

The music mogul spoke with Adweek about what we should expect from the campaign.

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