Cîroc had already differentiated itself with its unique production process (made with grapes, not grain) but it needed to find a way to connect with its target audience on a deeper level.
People first insight
We know that Cîroc’s audience are more than just a vodka consumer. They are part of a fluid generation who pride bold individuality. They are unapologetically aspirational, and never there to follow the crowd.
Unusual Everyday™ Idea
We all make moves. But BIG moves… are made in your circle. And so, the Cîroc Collective was born. A campaign featuring rising stars, celebrity influencers, and a fresh gang of talented dancers was created, which shared Cîroc’s spirit with the world and encouraged others to make their own big moves, whatever their flavour might be.
