Ciroc was named one of America’s Hottest Brands of 2010 in Advertising Age.  Congratulations to Sean “Diddy” Combs and Blue Flame on an outstanding job in the brand positioning Ciroc Ultra Premium.

CHICAGO (AdAge.com) — Made in France, Cîroc vodka has what importer Diageo likes to call “liquid credentials” — it is one of the first vodkas made from fine French grapes, mauzac blanc and ugni blanc, and it is distilled five times.

But what really sets this brand apart are its street credentials.

Sales have skyrocketed since Diageo in 2007 partnered with hip-hop mogul Sean “Diddy” Combs, who has described himself as a hybrid brand manager, chief marketing officer and spokesman.

“In the African-American community, he has a lot of influence,” said Megan Metcalf, editor of Wine & Spirits Daily. “He did a good job of reaching out to them, and from there it sounds like they had more Anglos in other markets jumping on board.”

Sales jumped 41% to $6.8 million in the year ended Oct. 3, according to SymphonyIRI, which excludes Walmart, club and liquor stores, and bars and restaurants. Diageo says the brand grew 552% from 2007 to 2010 and has replaced Belvedere as the second-ranked vodka in the “ultra-premium” category.

Demand has surged this year partly in response to Cîroc’s first line extensions, which include coconut- and red-berry-flavored vodkas.

But it all still goes back to Diddy. Before him, Diageo used to focus on the grape, said Jon Dobbin, a senior VP at MediaCom, the brand’s media agency until January, when Diageo will hand duties to Aegis’ Carat. “That whole grape story just didn’t work, because nobody really cared. It didn’t carry around enough cachet.”

Rather than “targeting the herd,” MediaCom focused advertising on a “key group of influential people,” executives said, and ran ads almost exclusively on a handful of networks including Bravo and E!, plus publications such as Vibe and Hip Hop Weekly.

Ads also target more traditional upscale audiences, including buys on Plum TV, a resort network shown in Aspen, Nantucket, the Hamptons and Miami Beach that goes for an “active, influential and educated” demographic.

The brand has positioned itself as the “Official Vodka of New Year’s Eve,” and has sponsored red-carpet telecasts at award shows.

Diddy set the tone early, telling Ad Age in 2007 that “I’ve branded myself as the king of celebration, and that’s what this alliance is all about.”

credit: AdAge.com

Sean John took over New York City for their celebration of Fashion’s Night Out.  Check out the video re-cap of their Sean John Fashion’s Night Out Party Bus with Sean “Diddy” Combs, DJ Pro Style, and the lucky Macy’s shoppers who participated in the promotion.

Additional video footage and photos from Dr. Jay’s coverage of Sean John’s Fashion’s Night Out 2010 celebration after the jump.

Photos courtesy of Dr. Jays, Read Convention, and Shareif Ziyadat

Sean John and Sean“Diddy” Combs invite you to celebrate Fashion Night Out 2010!  Beginning September 5th, be one of the first twenty-five (25) customers to purchase $150 or more of any Sean John product at Macy’s Herald Square or Macy’s Downtown Brooklyn and receive a VIP bracelet to ride the Sean John Fashion Night Out Party Bus and attend the exclusive Afterparty at Sean John 5th Avenue.*

If you “missed the bus” and want to attend the exclusive  Sean John Fashion Night Out After Party hosted by Sean “Diddy” Combs…you must purchase $75 or more of Sean John at Sean John 5th Avenue located at 475 Fifth Avenue (corner of 41st Street).

DJ Prostyle will be on the 1′s and 2′s on the Sean John Fashion Night Out Party Bus and DJ Envy will provide the soundtrack at the exclusive Sean John Fashion Night Out Afterparty at Sean John 5th Avenue.

*see the full rules and regulations after the jump.

The invitation (the “Invitation”) to participate in the September 10 Macy’s/ Sean John event (the “Event”) is a bonus gift that is available to the first 50 individuals at Sean John 5th Avenue, the first 25 individuals at Macy’s downtown Brooklyn, NYC store and the first 25 individuals at Macy’s Herald Square NYC store purchasing $150 or more of Sean John merchandise beginning on September 5, 2010.  Eligibility to receive an invitation and/or participate in the Event are subject to the following additional conditions:

- Purchases used to qualify for the Invitation may be returned for exchange only, with no cash or credit refunds.

- The Invitation  is non-transferable and there is a limit of one Invitation per customer.

- Employees of Macy’s and Christian Casey, LLC are not eligible to receive Invitations.

- Participation is limited to individuals 21 and older who have valid government-issued photo id containing date of birth.

To confirm attendance be sure to RSVP: rsvpblueflameagencyciroc@gmail.com

The makers of CÎROC Ultra Premium vodka continue their ‘Perfectly Smooth’ campagin with ‘Smooth Talk with Diddy’. The additional creative and online vignettes feature Sean ‘Diddy’ Combs showing off his smooth skills and serve as a follow up to the ‘Smooth Off’ movie.

Check out additional videos after the jump

“Celebrate Responsibly”

The makers of CÎROC Ultra Premium vodka debut their ‘Perfectly Smooth’ ad campaign featuring Sean “Diddy” Combs and a surprise, up-and-coming comedian. Check it out!