British multinational alcoholic beverages company Diageo, which is responsible for everything from Johnnie Walker whiskey to Guinness, recently announced a partnership with GQ magazine and Peruvian fashion photographer Mario Testino in order to position its Ciroc vodka as the drink to “Celebrate success” with. The campaign launched in the UK today (December 1) and will run for 18 months, starting with outdoor advertising at Canary Wharf and Piccadilly in London. The campaign aims to posit Ciroc as a legitimate alternative to brands such as Grey Goose.
The campaign launched in the UK today (December 1) and will run for 18 months
The media partnership with GQ will include a bespoke Ciroc microsite, which will be accessible via the official GQ website, as well as print advertorials in the publication's December issue. Ciroc will also be hosting parties in nightclubs across the country, inviting consumers to get a taste not only of the vodka, but of the lifestyle it strives to represent. At these events, Ciroc will also be introducing a new cocktail dubbed “Ciroc Blue Stone,” named for the party the brand hosted in Angola earlier this year. The overall campaign seeks to highlight the growing awareness of the brand in Europe and the reputation of the drink as the vodka you choose when you've finally made it.
Ciroc will also be hosting parties in nightclubs across the country
Nick Temperley, head of reserve brands at Diageo GB, said that “Ciroc is all about celebration,” and explains that most of their marketing seeks to enhance the brand's image as “The most distinctive luxury vodka for sophisticated nights out.” In order to fully take advantage of the drink's connotations with sophistication and celebrity, the first shoot for the campaign features Hunger Games star Sam Claflin in the swanky Edition Hotel in London.
Five more shoots are also scheduled to take place across the world in London, Brazil, Ibiza, South Africa and the Alps, with images from each available to view across Ciroc's social media channels. Temperley adds that they are “Excited to announce the Ciroc On Arrival campaign with world-renowned photographer, Mario Testino and featuring British actor Sam Claflin, inviting people to celebrate with Ciroc vodka this holiday season.”
The first shoot for the campaign features Hunger Games star Sam Claflin
This is far from the first time the brand has made a big deal out of a celebrity endorsement of course. A recent campaign for Ciroc Ultra Premium featured Sean “Diddy” Combs celebrating with the brand. The campaign was an expansion of the popular “Luck Be A Lady” commercial, casting the lens outwards and capturing the moments shared by friends celebrating occasions together. The “Step Into The Circle” campaign was kicked off by a 24-hour installation in New York City; a gigantic dome featuring moments the campaign commemorated, with fans encouraged to share the #StepIntoTheCircle message via social media. Combs himself said of the campaign that it is “Genuine, real and reflects the journey that you take with the people who matter to you most.”
Step Into The Circle With Ciroc
