In this new video, L2 Research Lead Colin Gilbert speaks about the influence of brand ambassadors. Gilbert says in the history of brand marketing, no strategy has been more effective than aligning with a figure the intended audience looks up to. Increasingly, success of ambassadorships is becoming less tied to cultural fit and more to whether the celebrity is willing to use social media to advocate on the brand’s behalf. Gilbert adds there is no parallel in the Spirits industry to what Sean “Diddy” Combs is doing for Cîroc Vodka. Diddy has 10 million followers vs. Cîroc’s 40 thousand, amplifying the brand’s reach by 250%. Furthermore, he has mentioned Cîroc more than 170 times in his tweets in the past twelve months.


Dita Von Teese and Nas have made similar successful efforts for Cointreau and Hennessy’s Wild Rabbit. Gilbert said brands will be differentiating among ambassadors skilled at initiating social media conversations, and those who make no effort whatsoever. For more on how Spirits brands use social media and ambassadorship, download an excerpt of our 2014 Digital IQ Index: Spirits report.

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