Ciroc to strengthen fashion ties following Zoolander tie up
Ciroc is planning to cut more deals in the ilk of a recent partnership with Paramount Picture’s Zoolander movie as it looks to deepen its ties with the world of luxury fashion.
Zoolander and Ciroc partner
The Diageo- owned vodka brand, which sits at the premium end of the drinks giants spirit portfolio, sees a future in tapping into the fashion world to target the all-important luxury consumer.
It has already forged partnerships with the likes of fashion photographer Mario Testino, who currently acts as creative director for Ciroc’s ongoing ‘On Arrival’ campaign, as well as ties with fashion titles Vogue and GQ to launch the activity. For the Zoolander partnership Ciroc was approached by Paramount to design a limited-edition bottle to promote the movie, however the brand saw a wider opportunity given that the film is based around the world of modeling and high fashion.
“We thought actually there is a much bigger idea here around wouldn’t it be great if the world’s greatest photographer photographed the return of the world’s greatest fashion model, Zoolander and captured his ‘On Arrival’ moment,” Sam Reader, reserve marketing director Europe at Diageo explained to The Drum.
“We were already doing a limited edition bottle with Mario Testino so we were then able to naturally extend the idea of the limited edition bottle that Mario was doing to be a celebration of the Zoolander film”.
The blue of the Ciroc bottle chimed with character Zoolander’s ‘blue steel’ pose, which was a “natural gift” in terms of the link to the campaign and the link to brand. “It just fell together as a natural extension of the work we are already doing and a great addition to the campaign that is already up and running,” added Reader.
While plans for 2016 were not disclosed Ciroc is eyeing opportunities for more partnerships and collaborations in the nature of Zoolander, with Instagram to play an integral part of its marketing mix.
The brand was the first alcoholic drink to advertise on the social platform when it kicked off a push a year ago for the ‘On Arrival’ campaign, which features Testino-shot ads starring celebrities who have ‘made it’. Instagram’s visual nature and natural ties to active fashion fans, are proving a success for the brand in Europe, which helped drive sales up 18 per cent in Diageo’s reserve brands for the six months ended 31 December.
By contrast Ciroc saw a disastrous performance in North America in the same period as sales plummeted by 44 per cent.
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