Rap super star P Diddy, formerly Puff Daddy, has signed a multiyear contract with alcohol giant Diageo, agreeing to share the “rise and fall” of its new vodka line.
The deal marks a rapper trend, says the Associated Press, shared with the likes of Jay Z and 50 Cent, with hip hop icons transcending the typical endorser role.
P Diddy, real name Shawn Combs, will share 50 percent of Ciroc Vodka's profits, his responsibilities including brand marketing and deciding where the premium beverage should be stocked.
"It is not an endorsement deal," Combs told The Associated Press on Tuesday night. "This is something that will have my daily attention."
Diageo predicts the rapper could make up to $100 million over the course of his sponsorship, depending on the success of Comb's niche marketing plan.
Combs, in a AP interview, called himself a “luxury brand builder,” already chief executive at Bad Boy Worldwide Entertainment.
The rap mogul plans to market Ciroc -- as he did with his clothing and perfume line -- to “trend setting” consumers, saying they want a vodka that “tastes like their lifestyle.”
Comment and add to the story without registration, but keep the comments meaningful please. Links are not accepted.
