DIDDY AND C�ROC VODKA RING IN THE �BLUE YEAR� WITH MILLION DOLLAR OFFER TO NEW YORK
�Official Vodka of New Year�s Eve� Wants to Take Over Times Square on December 31

NEW YORK, NY � December XX, 2008 � C�ROC Ultra Premium Vodka, the Official Vodka of New Year�s Eve, and Sean �Diddy� Combs have made an unprecedented offer to the City of New York: the brand and the hip-hop mogul plan to donate $1 million to a charity on behalf of the city in exchange for a New Year�s Eve ball takeover.

The brand has already secured an enormous presence in Times Square this holiday season with its impressive billboards, but in true Diddy fashion, the plan doesn�t stop there. The vodka brand wants to change the historic crystal ball to reflect its iconic blue sphere. The color of the sphere originates from a unique plant that grows in the Galliac region of France, where C�ROC is still produced, and serves as a symbol of prosperity for the area even today.

�As the �Official Vodka of New Year�s Eve,� it�s only fitting that we take over New York, the most iconic New Year�s city in the world,� said Combs, who entered into a strategic marketing alliance with the ultra-premium spirit more than one year ago. �I�m going to give every adult in America a taste of what it�s like to enjoy a sophisticated celebration with Diddy, and what better time than while ringing in the New Year.�

Consumers should also stay tuned for a soon-to-be-announced campaign this holiday season that will focus on one of the most important aspects of sophisticated celebration�responsibility.

Back in 1958, Eisenhower was in the White House, a postage stamp cost three cents, the U.S. launched its first satellite and, coincidentally or no, Frank Sinatra released "Come Fly with Me." That was exactly 50 years ago, but now, in the era of Barack Obama, 42-cent stamps, iPhones and Web 2.0, the song is still as crisp and confident as a pressed collar. That, no doubt, is why the marketers at Diageo's vodka brand, Ciroc, have reached up to the classics shelf and pulled down a tune like this�one so evocative of ice-cold martinis and suave bachelors. But, of course, they needed a stand-in for Ol' Blue Eyes (who's booked for eternity, of course), and they found it in music, fashion, fragrance, restaurant and entertainment mogul Sean "Diddy" Combs, whose presence smolders in "The Art of Celebration," the recent spot from Diddy's in-house marketing posse, Blue Flame.

Sean "Diddy" Combs, the entertainment mogul who co-runs the Ciroc vodka brand with liquor company Diageo PLC (nyse: DEO - news - people ), hopes his new 30-second ad for the superpremium drink balances luxury and sophistication without the gratuitous excess and bling that for many Americans is no longer within reach.

"It's definitely being conscious of what's going on in the economy," he said. "But at the same time understanding that we do live in a strong country and that during the holidays, this is a time - if any time - for us to market the brand because people are going to need a break to celebrate."

The black-and-white ad, called "The Art of Celebration," shows sophisticated, refined times at home � not out in flashy clubs, Combs told The Associated Press on Monday. Given the economy, he said that could be a trend going forward.

DIDDY AND C�ROC VODKA PAY HOMAGE TO SINATRA IN NEW AD CAMPAIGN
Ol� Blue Eyes Provides Soundtrack for Ultra-Premium Vodka�s New Spot

NEW YORK, October 7, 2025 � Diddy is bringing the art of �sophisticated celebration� to life on the small screen for the only ultra-premium vodka that truly embodies that spirit � C�ROC.

C�ROC, one of the world's only vodkas made from grapes, will debut a brand new advertising campaign this week featuring Sean �Diddy� Combs demonstrating the art of sophisticated celebration in a contemporary yet classic manner. Entitled �The Art of Celebration,� the campaign stars Combs with his modern interpretation of the �Rat Pack� celebrating with C�ROC as Frank Sinatra�s renowned �Come Fly With Me� plays throughout.

Shot in black and white at one of Sinatra�s former California homes, the 15- and 30-second commercials depict Combs as a high-spirited host amidst a chic crowd during an impromptu private house party. Combs is serving C�ROC while engaging with his modern-day �Rat Pack� entourage. Combs mingles, dances and jokes during the intimate party, before finally stealing a private moment to gaze into the night as the crowd enjoys a fun-filled evening inside.

"Frank Sinatra is one of my heroes. It was truly an honor to have had the opportunity to use Sinatra�s work and home for this campaign,� said Combs. "He defined sophisticated celebration as a lifestyle a generation ago. I couldn't imagine a spirit more appropriate for such occasions today than C�ROC, a brand that has become synonymous with celebration."

The spot represents a continuation of the brand�s commitment to defining �sophisticated celebration,� a concept Combs embodies and cultivates both personally and professionally as a lifestyle and entertainment icon. During the holiday season, the campaign will evolve to focus on one of the most important aspects of sophisticated celebration � safety.

�My friends are important to me,� added Combs. �Whenever we celebrate, I make sure we are celebrating responsibly. I hope that anyone who enjoys C�ROC and enjoys a sophisticated lifestyle does the same.�

Since announcing its strategic alliance with Combs almost a year ago, C�ROC has been growing significantly in size and continues to garner industry awards. It was recently ranked one of the top ultra-premium vodkas by the New Luxury Institute in their annual Luxury Brand Status Index (LBSI), a survey of wealthy consumers that measures brand prestige. It also won a prestigious Gold Medal at the 2008 San Francisco World Spirits Competition.

The Ciroc Obama ($8)
"Make your vote count" (What is that--a challenge? One word: Ohio.)
Ciroc vodka, a splash of Chambord and freshly squeezed lemonade served in a highball glass rimmed with sugar and slice of lemon.

In North America, operating profit grew 10%, which Diageo attributed to demand for priority brands like Smirnoff, Johnnie Walker and Captain Morgan and reserve brands like C�roc, Don Julio and Johnnie Walker Blue Label.