Not one to sit still, Sean Combs who is better known as Diddy (P-Diddy / Puff Daddy), sat down in a interview with AdWeek to discuss Branding, Liquor, Mousetraps and his future plans.
As a businessman, Diddy has made his millions off music, TV, film, clothing and fragrances. So what’s this multi-talented, jack of all trades have in store next?
In Diddy’s latest Ciroe vodka ad, he’s set the theme to a classic Sinatra tune,”Luck Be a Lady”. Combs explains how the idea came about.
“The spot that put Ciroc on the map was the first partnership we did with the Sinatra estate four years ago. I did a huge out-of-the-box buy on CNN, and I knew there would be a lot of traffic because Obama was running for president. And sales went through the roof. It was one of the most impactful ad campaigns in the spirit’s history. Also, for years, people have called me the black Sinatra. So that’s where the whole collaboration came from.”
The new video is in theme with the Rat Pack, which Diddy explains draws his attention because of the family and community or in other words, guilt by association. “These guys had a taste and elegance, and I take pride in carrying on that tradition.” said Diddy.
When asked what he thinks his brand stands for, Diddy responded, “I think I stand for aspiration. [That] hard work pays off. People from all walks of life and all over the world look at me and know my humble beginnings and know that everything I’ve done has been through hard work. People respect me as a marketer and brand builder.”
When asked to compare himself with Donald Trump, Combs says he feels his success is different. While both may be keen businessmen, Diddy feels that the difference lies is that Donald Trump “came from money … was in real estate [and] slapped his name on everything. My style is to service my community through entertainment and products. And although the name Donald Trump has come up in regards to presidental elections from time to time, Diddy has no such aspirations. “I definitely won’t be running for president anytime soon. I do not think I would be able to pass the presidential scrutiny test.”
So what are Diddy’s plans for the future? “I can tell you that … I have been spending some time in Mexico learning about the art of tequila. I’m a huge tequila fan.” So perhaps we’ll see a new liquor line in the near future, but what’s the grand plan?
“My dream was that you would wake up in the morning, your alarm would go off, one of my records would be playing. You’d get in the shower and use my shampoo. Then you would get out and use the beauty products. You’d get dressed and put on Sean John [clothing], and then you would go to work. And after work, you would go and change into your evening wear to go out to a club or out on a date and you’d put on Sean John again, spray on another of my fragrances, stop by and have a drink of Ciroc. And then maybe take your young lady out to a movie that I was starring in.”
“So you want your brand to consume every point in a person’s day?” AdWeek asked Diddy. To which he responded, it’s “how can I follow them throughout the different steps of their day and make the day more entertaining?” But it’s not “how can I get money from them?” Then, if I market it in the right way, you know, it’s like building the right mousetrap.”AdWeek, Ciroe, Ciroe vodka, Diddy, Sean Combs