• by Larissa Faw , October 20, 2017

It's obvious that Sean "Diddy" Combs likes to be in control. The music producer and entrepreneur is promoting the new French Vanilla Cîroc flavor with a campaign developed by his own full-service agency Blue Flame. 

Combs also has an ownership stake in the brand.

According to the agency, the arrangement is "uniquely poised to maximize synergies under the Combs Enterprises umbrella.”

The “Welcome to the Family” creative features Combs and brand ambassador French Montana, along with a host of brand supporters, including DJ Khaled, Monica, Belly, Ashanti, Shanina Shaik, Turkish Chef and viral sensation Salt Bae, talking about the hustle and hard work it takes to achieve greatness.

These personalities are featured in more than 15 different content vignettes that will be distributed via social, digital, television and outdoor channel. There’s a PR component, as well.   

Combs launched Blue Flame in 1999. Although Cîroc worked with 72andSunny for the "Let's Get It" campaign last year, Blue Flame has produced most of the brand’s campaigns over the past decade.  

In addition, Combs has served as Cîroc's brand ambassador in the U.S. during that time. 

The agency recently hired a new creative director, Rana Reeves, to work alongside senior vice president Erin Harris. In addition to Cîroc, the agency's client roster includes tequila brand Deleon and Tanqueray.