I have always been fascinated by the world of marketing and its effect on the everyday consumer.  It is very intriguing to see the positive, negative or neutral effect that each and every advertisement can have.  Of course one must pay homage to the recent immortal campaigns set forth namely by Patron Tequila and Grey Goose Vodka.  Both have cemented their respective brands as a leader in sales with catchy and innovative "luxury" advertising.  These print ads celebrate a luxurious lifestyle indicative of the quality of liquor one imbibes.  This is obviously an extremely successful approach.  The competition for these two heavyweights , however have began their own crusade using ultimately differing approaches.  1800 Tequila and Ciroc Vodka both are super-premium spirits much like their counterparts Grey Goose and Patron.  Their advertising approach however is much different. 1800 and Ciroc, among other brands have recently employed the services of a prominent public figure to anchor their campaign.

Being in the liquor business, I have noticed quite a buzz generated and subsequent sales increases when celebrity spokesmen are involved.  In my opinion, it puts a face on the brand.  Rather than being Ciroc, requests for Diddy's vodka are given.  While I think there are certainly tremendous advantages to this approach, I have always pondered its long term sustainability.  Does this practice provide a strong foundation or simply captivate the consumers interest until the next celebrity driven product arrives?  Only time will tell I suppose.