An audit of Ciroc Brand Strategy, through the analysis of Ciroc Brand Positioning.

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Ciroc Brand Strategy - Ciroc Brand Positioning - Ciroc Brand Audit

Using our Brand Strategy key framework - the Brand Key - we look at Ciroc strategy by analyzing the Ciroc roots, targets, insights, benefits, RTBs, discriminator, personality, and essence.

The output is based on an external assesment - or a brand audit - of the brand strategy for Ciroc, in which we take in consideration the marketing execution and press coverage for the brand. Au audit based on Desk Research and External experts interviews.

Key Features

Brand Positioning - Target

Most helpful for:

Students, Brand Professionals, Agencies, Consultants.

Brand Positioning - Benefits

Convenient & Accessible

There are two main reasons for this work: accessibility and inclusivity. We wanted this content to be easily accessible to everybody interested and actively looking for this information. We believe that access to consulting-grade intelligence on a brand strategy would be of interest for many individuals who have no consulting budgets. In addition to that, we wanted this to be inclusive by offering it at a value-driven price, affordable to most, and conveniently downloadable online.

Brand Positioning - Tech

The Product

The brand positioning is based on an external point of view. We conduct sprint brand audits- through desk research and expert interviews - and none of this work is based on proprietary or confidential data. Each positioning or audit is based on generally available data. Technical: the file is in PDF format.

Cîroc Vodka is distilled from French grapes for an exqui­sitely smooth, fresh vodka taste. The essence of Vodkas comes from fine French grapes grown in the Gallac region, distilled five times at the historic Distilleries de Maison Villeverte in the south of France. Diageo owns and distributes Ciroc.

The name “Ciroc” is a blend of the French words cime, meaning peak, and roche, which means rock, a reference to its high altitude vineyards in the Gaillac region where the Mauzac grape is grown.

Puff Daddy was a brand ambassador for the alcohol brand, which had struggled to sell 40,000 cases in its first few years. At the time, the commercial for Ciroc had Sean Combs calling his drink the “official vodka” of New Year’s. He often jokes that he is “Cîroc Obama” because of his role as ambassador for Cîroc vodka. Combs’s brand marketing helped increase his company’s sales by more than 2 million cases per year.

In December 2011, the company began airing an ad for its ultra-premium vodka, directed and produced by Anthony Mandler. The ad features a group of elegantly-dressed friends, including Puffy Daddy, Frank Vincent, and Eva Pigford, enjoying a festive night out on the town.