Ciroc VS - Brand Launch

THE ASK
Cîroc and Blue Flame Agency hired yours truly to co-lead the creative launch of Cîroc VS, an ultra-fine French Brandy from the famed Cîroc distillery.

THE INSIGHT
In the world of brandy and cognac, the “VS” classification stands for “Very Special”. For Cîroc’s loyal customer base, we positioned this premium brandy as the elevated luxury drink for their very special occasions – those evenings you treat yourself, when your hustle is the guest of honor. In other words, when an ultra-premium vodka won’t do, now there's Cîroc VS.

THE EXECUTION
The 360- launch campaign – Very Special – featured commercial advertising, an experiential road tour, influencer social media, outdoor, in-store, and even a little Diddy. Customers immediately embraced Cîroc VS as an ultra-premium, occasion-based beverage; with distribution spreading like wild fire. And honestly… shit’s good, y’all.