CIROC Ultra Premium Vodka, the Official Vodka of New Year's Eve, and Sean "Diddy" Combs have made an unprecedented offer to the City of New York: the brand and the hip-hop mogul plan to donate 1 million dollars to a charity on behalf of the city in exchange for a New Year’s Eve ball takeover.
The brand has already secured an enormous presence in Times Square this holiday season with its impressive billboards, but in true Diddy fashion, the plan doesn't stop there. The vodka brand wants to change the historic crystal ball to reflect its iconic blue sphere. The color of the sphere originates from a unique plant that grows in the Galliac region of France, where CÎROC is still produced, and serves as a symbol of prosperity for the area even today.
"As the 'Official Vodka of New Year's Eve,' it's only fitting that we take over New York, the most iconic New Year's city in the world," said Combs, who entered into a strategic marketing alliance with the ultra-premium spirit more than one year ago. "I'm going to give every adult in America a taste of what it's like to enjoy a sophisticated celebration with Diddy, and what better time than while ringing in the New Year."
Consumers should also stay tuned for a soon-to-be-announced campaign this holiday season that will focus on one of the most important aspects of sophisticated celebration—responsibility.
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