Beverage Industry

Ciroc Vodka to promote responsible consumption

Partners with Diddy, Esquire for campaign

November 5, 2012

Ciroc Ultra Premium Vodka, a brand of London-based Diageo plc, Sean "Diddy" Combs and Esquire have teamed up to spread a message this holiday season about “Responsible Celebration.” The initiative is designed to elevate the conversation around smart decision making and keep consumers safe during and after holiday celebrations, the company says.

The program kicks off this week with the launch of the "Ultra Premium Cut" contest, which will give one aspiring filmmaker the opportunity to create the next Ciroc Safe Rides Commercial. Through Dec. 2, participants can submit their ideas online at esquire.com/ciroc. Combs; Jack Essig, publishing director of Esquire; and two other soon-to-be-announced celebrity judges will select the top three entries, and consumers will vote online for their favorite of the three from Dec. 6 to 11. The winning commercial will debut New Year’s Eve on national TV.

Contest finalists also will receive the Ultimate Ciroc At-Home New Year's celebration, which includes a consultation with a professional event creator and money toward their New Year's Eve Party.

"Esquire is about celebrating the good life, and we are thrilled to be working with Ciroc to showcase the ‘Art of Celebrating Responsibly,’” Essig said in a statement. "By offering filmmakers and enthusiasts a focused creative challenge, we hope to further build momentum to reinforce this important message throughout the holiday season."

"New Year's Eve is a very special time of year for me, my family and people all over the world who come together to celebrate life," Combs said in a statement. "This year, I am especially excited to partner with Esquire and offer aspiring filmmakers the opportunity to make history and direct a national television campaign, a first for the brand, all in the spirit of celebrating responsibly."

Ciroc also will continue to give away free safe rides this New Year's Eve for the fifth consecutive year and will announce more details about the program later this year.