Rapper Diddy reckons Diageo has neglected and underpromoted his tequila brand.
👉 Background: Diageo is the company behind some of the liquor brands we all know and love... the ones that give us headaches for days (Think: Smirnoff vodka, Captain Morgan).
Diageo formed a partnership with the rapper formerly known as P Diddy, now just Diddy, back in 2007. First, they launched Ciroc Vodka together - and in 2013, Diddy bought DeLeón tequila and formed a joint venture with Diageo.
👉 What happened: It seems like Diddy is shakin' his tailfeather at Diageo now. He filed a lawsuit last month - because he reckons Diageo has neglected and underpromoted his tequila brand.
👉 What else: Diddy reckons they considered his tequila brand a "Black" brand and marketed it to only "urban customers". Now, the relationship is kaput after 15 years.
💡The partnership between Diageo and Diddy highlights the power and influence of celebrity endorsements. They can help significantly in promoting products and building brand image.
💡Diddy rapped songs about Ciroc and made video clips at swanky house parties drinking Ciroc. As a result, consumers flocked to the brand. In fact, Diageo claims that Diddy amassed nearly $1 billion dollars from the deal.
💡But celeb partnerships can also be a doubled-edged sword. Any controversies or legal issues involving the celebrity can negatively impact the brand.
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