American Spirit

I can Brand you under the table

Kid Rock is partnering up with Drinks Americas Holdings to launch his own beer. “Kid Rock is a reflection of great American rock ‘n’ roll music and the American spirit, and we think we can create a beer in that same image,” said a spokesman.

Sean ‘Diddy’ Combs is paying homage to Frank Sinatra in the new TV ad for Ciroc Premium Vodka.The commercials have been shot in black and white at one of Sinatra’s actual former California homes, and invite you to “celebrate life responsibly”.  Combs has been drafted in by Ciroc to promote and redevelop the brand.

Country star Kenny Chesney is teaming up with Constellation Spirits to develop a new premium rum. “As an entertainer, my goal is to create an enjoyable experience for people,” said Chesney. The two parties will work on all aspects of the product’s development, marketing, and advertising.

So what?: Alcohol endorsement is stepping up its game. With brands such as Bacardi investing in Groove Armada and Boru Vodka supporting Lloyd Dobler Effect’s tour and album release, alcohol is forging a deeper allegiance with music. It’s only natural that artists should therefore also up their involvement with the brands they are promoting. It’s no longer enough to be ‘the face of’ any more; artists need to be seen as overseeing everything from production to delivery as their patronage becomes immersive in the very culture of the brand they are supporting.

“While Diddy’s tie-up with Ciroc seems a fairly standard endorsement, I’m intrigued by the level of involvement hinted at in the other projects. If the products created are really born of the music and identity of the artist, they are true and honest brand extensions.”
Ant Swede, Creative Planner, FRUKT

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