NEW YORK, Dec. 5, 2013 /PRNewswire/ – CIROC Ultra Premium Vodka, Sean “Diddy” Combs, and Uber give fans one million more reasons to celebrate responsibly this holiday season. Combs and the “Official Vodka of New Year’s Eve” have teamed up with on-demand transportation app Uber, who will provide discounts for safe rides home on New Year’s Day 2014. Throughout the remainder of 2013, consumers are urged to pledge to #CIROCthenewyear on Facebook and Twitter and make their commitment to never drink and drive. If CIROC receives 10,000 pledges with #CIROCthenewyear, then Uber will provide new Uber users with a $25 coupon code, up to a maximum total of $1,000,000. At 12:00pm EST on January 1, 2014 Combs will personally tweet and post a special code for new Uber users to redeem their discount. The rides will then be made available on a first come, first-served basis beginning at 12:00pm on January 1, 2014. Consumers will be able to sign up with their code at Uber.com.
The program, which marks the brand’s sixth annual Safe Rides campaign, kicked off in Los Angeles on November 21, 2013, with a launch event inside the Variety Studio. Guests who posed for a pledge photo included Sarah Michelle Gellar, Zoe Saldana, Michael Yo, Kevin Frazier, and Thea Andrews. CIROC will also host additional pledge parties throughout the month of December in key markets including New York, Los Angeles, Miami, Atlanta, Washington DC and Chicago. To drive incremental awareness for the cause, CIROC, in partnership with Times Square Communications Worldwide, will also take over marquee billboards in Times Square and offer passersby a real-time opportunity to show their support. Consumers will be able to post to #CIROCthenewyear and upload a photo for a chance to appear on one of these larger than life billboards.
“New Years is all about spending time with family and friends to reflect on the past year, but more importantly, start planning for what lies ahead,” said Sean “Diddy” Combs who oversees all branding and marketing for CIROC. “Helping consumers begin their New Year safely is what this program is all about – reminding them that there is a true art to responsible celebration.”
To further encourage awareness, all month long Combs and various other celebrities will be surprising pedestrians by collecting pledges at undisclosed locations and participating in dedicated public service announcements. The content will be featured in the out of home advertising as well as across targeted media outlets.
The Makers of CIROC would like to thank everyone in advance for helping us reach the 1 Million dollar goal and remind everyone to celebrate responsibly this season. Whether you are attending a holiday party or just enjoying a night out with family and friends, if you are drinking be sure to designate a driver, call a cab or take public transportation to get home safely.
ABOUT CIROC VODKA
CIROC Ultra Premium Vodka is made from Fine French grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. CIROC 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 Mr. Combs and Combs Enterprises assumed the lead on all brand management activities for CIROC. The makers of CIROC Vodka launched flavors – CIROC RED BERRY and CIROC COCONUT – in February 2010 and CIROC PEACH inNovember 2011. In July 2013, the brand introduced CIROC AMARETTO. The brand received a 2013 Beverage Industry News Award of Excellence, was named 2011 Spirits Brand of the Year by Market Watch, and earned a double gold medal from the San Francisco World Spirits Competition in 2010.