CIROC, Sean Combs Introduce “Step Into The Circle” Marketing Campaign

NEW YORK, Nov. 19, 2014 /PRNewswire/ — The makers of CIROC Ultra Premium and Sean “Diddy” Combs invite consumers to “Step Into The Circle.”  The positioning of this new CIROC campaign is an evolution from the widely popular “Luck Be A Lady” commercial.  It highlights the importance of celebrating life achievements with those closest to you.

CIROC’s previous platform, “Luck Be A Lady,” provided glimpses into Diddy’s lifestyle and influential people in his world.  “Step Into The Circle” turns the lens outward.  It captures scenes of celebration amongst everyday consumers that enjoy CIROC as a centerpiece of their special occasions

The integrated marketing program kicks off today in Duffy Square, the northern triangle of Times Square.  To commence the new campaign, CIROC, in partnership with New York City, is constructing a groundbreaking 36′ by 20′ dome that will be a temporary 24-hour installation.   Guests will enter a life-sized exhibit featuring the various moments that the campaign commemorates.  Fans are encouraged to #StepIntoTheCircle via social media by sharing and tagging personal photos of their own circles.

CIROC Ultra Premium Vodka

“‘Step into the Circle’ embodies the philosophy, ‘If you want to walk fast, walk alone. If you want to go far, walk together,’ honoring the indestructible bond of an inner circle of friends, colleagues, and long-time connections,” says Combs.  “The campaign is genuine, real and reflects the journey that you take with the people who matter to you most.”

Tonight, CIROC will debut “Step Into The Circle” with a world premiere event.  Diddy will host the evening, which features inspirational people in his life that compose his social circle. The presentation will include a first ever five-minute takeover of all electronic billboards in Duffy Square.

Maintaining momentum, “Step Into The Circle” will launch a fully integrated campaign that spans broadcast, print, out-of-home, digital, on and off premise and experiential events.  The television ad of the same name is directed by acclaimed music/film director Paul Hunter and launches on ESPN during an NBA game on November 21. The spot includes cameo appearances by Diddy himself, rapper French Montana, artist Jermaine Dupri, and model/singer Cassie. The music and visuals evoke memories that bring us back to our circle – the unbreakable bond. Subsequently, our social responsibility advertising will run on network and cable stations including NBA TV, ABC, ESPN, Bravo, TBS, and VH1 during the holiday season through early 2015.

In addition to the launch event in New York today, CIROC will recreate the dome experience at major cultural events throughout the calendar year including New Year’s Eve, NBA All-Star Weekend and Grammy Award Weekend.

As we toast to a new campaign, the makers of CIROC reminds everyone to celebrate life together responsibly.


CIROC Ultra Premium Vodka is made from Fine French grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. CIROC Ultra Premium Vodka launched nationwide in September 2003. In October 2007, DIAGEO- the world’s largest spirits, wine and beer company- made spirits history by entering into a strategic alliance with entertainment entrepreneur Sean “Diddy” Combs, in which Mr. Combs and Combs Enterprises assumed the lead on  all brand management  activities for CIROC . The infused Vodka flavors in the portfolio to date include CIROC RED BERRY, CIROC COCONUT, CIROC PEACH, CIROC AMARETTO and CIROC PINEAPPLE. The brand received a 2013 Beverage Industry News Award of Excellence, was named 2011 Spirits Brand of the Year by Market Watch, and earned a double gold medal from the San Francisco World Spirits Competition in 2010.  CIROC Pineapple. Made With Vodka Infused With Natural Pineapple And Other Natural Flavors. 35% Alc/Vol. ©2014 Imported fromFrance by CIROC Distilling Company, Norwalk, CT.  Celebrate Life Responsibly.