"Anyone who knows me knows that I love to innovate, whether it's to do something no one else has done before, or take something everyone knows and completely reinvent it," said Sean "Diddy" Combs via press release. "I am excited to introduce the world to our newest creation. Ciroc stands alone as the only brand in the spirits category to produce three of the top five selling flavored vodkas. Ciroc Amaretto will build on this success with a delicious tasting spirit."
Twitter has highlighted Ciroc as one of the case studies on their business site, where they show potential advertisers how to use the platform successfully. The case study focuses on the vodka brand's New Year's Eve promotion.
In November, Ciroc announced that they had partnered with Esquire to launch "Ultra Premium Cut," a contest for filmmakers interested in producing a New Year's Eve commercial for Ciroc, set in the theme of responsible celebration. The winning entry was posted on Ciroc's YouTube channel yesterday.
Filmmaker John Ryan Johnson, an MFA (Master of Fine Arts) candidate at New York Tisch School of the Arts, took home the honor. Watch his commercial below, care of his Vimeo profile.