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What Joy! Diddy Will Have His Own Vodka Brand

The hip-hopper hopes to rock the booze industry

By Monica Gaza, Entertainment News Editor

25th of October 2007, 14:05 GMT

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P. Diddy is set to make $100 million after signing a deal with Ciroc vodka. Well, yes, I think it's quite the move for this guy who, as you will see, is not exactly famed for his modesty. The hip-hop star will be involved in everything from marketing to deciding where to sell the alcoholic drink, which is one of drink giants Diageo's super-premium lines. Just imagine - you meet your friends after a night of wild partying and you tell them "man, I got so drunk on that Diddy last night you can't imagine". Yeah, it's got that silly ring to it, don't you think?

Diddy will receive 50 per cent of the profits and could earn up to $100 million if the brand performs well. He said: "It is not an endorsement deal. This is something that will have my daily attention. Diageo realized I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury brand builder".

Just as I was telling you, this guy is all about the modesty. I'm sure he thinks he can sell anything - too bad no one has yet taught him that he does need at least some common sense to earn people's trust and respect, and mere swagger won't sell a brand, even if we're talking expensive vodka here. Remember about a month ago when he called a luxury restaurant hostess "f**king bitch"? Well, that's the kind of attitude I'm talking about, and I'm sure you know exactly what I mean.

The star already has his own perfume and clothing range, like any respectable Hollywood celebrity, and revealed the he will be focusing on attracting "movers and shakers" to the booze line. He added: "They're looking for something that tastes like their lifestyle. It's that trend-setter, that hipster, someone who's looking for luxury and looking for something better. I can't over-hype someone into loving vodka. But once people actually taste Ciroc, I think we can convert a lot of people". A lot of people and a lot of wallets, he forgot to add. Well, it's all fine by me, just as long as they don't name the booze "Diddy's pride" or something like that.

TAGS:

P. Diddy | vodka | Ciroc | brand

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