Sean 'Diddy' Combs Talks Sinatra, Branding
Adweek, Thursday, December 22, 2011 10:41 AM
In his new ad for Ciroc vodka, Sean Combs evokes The Chairman of the Board. But Combs the businessman, like The Donald, has built his brand on a variety of platforms (minus real estate): film, TV, music, clothing and fragrances.
In this Q&A, Combs talks about the new Ciroc ad, Sinatra, Trump and himself. He says he did a deal with the Sinatra estate four years ago to create the Ciroc campaign. "I did a huge out-of-the-box buy on CNN, and I knew there would be a lot of traffic because Obama was running for president. And sales went through the roof. It was one of the most impactful ad campaigns in the spirit’s history. Also, for years, people have called me the black Sinatra. So that’s where the whole collaboration came from."
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