Ciroc Vodka - Brand Positioning
Cîroc Vodka is distilled from French grapes for an exquisitely smooth, fresh vodka taste. The essence of Vodkas comes from fine French grapes grown in the Gallac region, distilled five times at the historic Distilleries de Maison Villeverte in the south of France. Diageo owns and distributes Ciroc.
The name "Ciroc" is a blend of the French words cime, meaning peak, and roche, which means rock, a reference to its high altitude vineyards in the Gaillac region where the Mauzac grape is grown.
Puff Daddy was a brand ambassador for the alcohol brand, which had struggled to sell 40,000 cases in its first few years. At the time, the commercial for Ciroc had Sean Combs calling his drink the "official vodka" of New Year's. He often jokes that he is "Cîroc Obama" because of his role as ambassador for Cîroc vodka. Combs's brand marketing helped increase his company's sales by more than 2 million cases per year.
In December 2011, the company began airing an ad for its ultra-premium vodka, directed and produced by Anthony Mandler. The ad features a group of elegantly-dressed friends, including Puffy Daddy, Frank Vincent, and Eva Pigford, enjoying a festive night out on the town.
A PDF file (3 pages) with the Brand Positioning, based on a Brand Key Model