Diddy and CIROC Vodka Encourage Corporate America to Provide Employees Summer Fridays

NEW YORK, July 9 /PRNewswire-FirstCall/ -- CIROC Ultra Premium Vodka, the "Official Vodka of Summer," and Sean "Diddy" Combs today challenged Corporate America to give its hard-working employees what it believes everyone deserves this year: Summer Fridays off. CIROC has even vowed to help consumers celebrate their days off in sophisticated style with the creation of the CIROC Summer Fridays Facebook page, which will serve as a guide to the ultimate day off and feature content from Diddy and the CIROC Celebration Society, an elite entourage of lifestyle experts, throughout the entire summer.

As part of this campaign, the brand will also award one deserving consumer with a one-of-a-kind sophisticated Summer Friday getaway for Labor Day weekend: his or her own chic house in the Hamptons, complete with round-trip airfare and transportation. To enter The CIROC Sophisticated Getaway Contest, consumers should upload a photo of themselves celebrating Summer Fridays responsibly at www.mysummerfridays.com.

The CIROC Summer Fridays Facebook page will provide its fans with all the tools needed for a sophisticated Summer Friday off. And for those not lucky enough to have every Friday off, there are plenty of great tips to help make the most of any celebratory moment. In addition to video blogs from Diddy, the brand will introduce the CIROC Celebration Society, handpicked by Diddy to provide consumers with tips on "The Art of Celebration" via mixology, music, fashion, food and at-home entertaining. These renowned experts include mixologist, Elayne Duke; international music heavyweights, DJ Jeffery Tonnesen and DJ Kiss; Diddy's personal stylist, Derek Roche; his personal chef, Jourdan Atkinson; and celebrity event planner, Jeffrey Best. CIROC will also profile a U.S. city each week and provide a guide to hotspots where consumers can enjoy their Fridays off with style.

"I've had the pleasure of vacationing in France, where the locals average 37 days off per year as opposed to the 13 days we Americans earn," said Combs, who entered into a strategic marketing alliance with the spirit brand more than one year ago. "Since CIROC is made from French grapes, it's only fitting that we take a cue from the French and adopt this attitude towards life stateside. America's been through a lot this year and deserves Summer Fridays! All I ask of employers is to consider rewarding their hard workers with Summer Fridays. We'll take care of the rest to ensure they celebrate their day off in style."

Whether you work a full week or enjoy CIROC Summer Fridays off, the maker's of CIROC Vodka remind you to celebrate life responsibly this summer. Use a designated a driver. Those without a designated driver can text "DRIVESAFE" to 44264 from their wireless devices to receive taxi information in their area.

For more information or to join the movement, visit www.mysummerfridays.com or the CIROC Facebook page.

ABOUT CIROC

CIROC Vodka is made using French Mauzac Blanc and Ugni Blanc grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. This ultra-premium vodka launched nationwide in September 2003. In October 2007, DIAGEO -- the world's largest spirits, wine and beer company -- made spirits history by entering into a strategic alliance with entertainment entrepreneur Sean "Diddy" Combs, in which Combs and Sean Combs Enterprises will take the lead on all brand management activities for CIROC. CIROC, 40% Alc./Vol. (80 proof), is imported by DIAGEO. Celebrate Life Responsibly.

    Contacts
    Diageo
    Tammy Thompson
    Tammy.Thompson@diageo.com
    203-229-4876

    Taylor PR
    Bryan Pierce / Alexandra Sklansky
    bpierce@taylorpr.com / asklansky@taylorpr.com
    212-714-5784 / 212-714-5702