CÎROC Ultra Premium is made from Fine French grapes, which are distilled five times, providing a crisp, clean taste and citrus nose.
Situation: In the fall of 2015, CÎROC set to announce the six flavor in its line of premium vodkas - Apple.
Action: A three-pronged strategy was developed to announce the launch of the Apple variant. First, lifestyle and urban influencers such as Claire Sulmers of Fashion Bomb Daily and Xilla Valentine of Global Grind were notified of the announcement and were asked to tease images of the CÎROC Apple bottle on their Instagram pages, leading to the social world buzzing about what was to come from CÎROC. Next, Sean “Diddy” Combs announced the newest flavor during his late night show appearance on Seth Meyers which followed by a widespread announcement to trade, food and lifestyle media. The announcement culminated with a Halloween party at one of New York City’s biggest nightclubs, Marquee, for Diddy’s birthday while celebrating the newest addition to the CÎROC family.
Results: Across broadcast and online media, including social, the Apple announcement garnered nearly 20 million media impressions.