P Diddy takes aim at ‘fast-paced’ millennials

Diageo and US rapper P Diddy have launched a “next level” marketing campaign for Deleón Tequila aimed at a generation of millennial consumers with a “short attention span”.

Launched under the creative direction of Sean “Diddy” Combs and his Blue Flame advertising and marketing agency, the campaign will feature a series of six 15-second videos of “intriguing content” designed to appeal to the “media-savvy” millennial generation.

“We know that today’s consumers – even those shopping luxury brands – want quick, enticing content,” said Combs. “They’re busy, focusing on multiple screens at once, and have a short attention span. You have to capture them with the first beat. These spots are designed to do that, to stop them in their tracks.”

Each of the bite-size videos features music by either blues artist Muddy Waters or up-and-comer Naomi Scott, with Combs insisting that music play a major role in the campaign.

“The music had to draw the consumer in,” said Combs of the inspiration behind the chosen songs. “Muddy Waters perfectly embodies the spirit of the campaign – soulful, powerful, arresting. He’s not only the leading influence on so many other artists, his sound defined the roots of American music, and it has so much depth, like Deleón. That sound paired with the bottle… I’m a big believer in that’s the best 15 seconds Deleón could have on TV.”

It is the brand’s first full-scale campaign, which will launch across digital, broadcast and social media, with television ads set to air during the final season of AMC’s hit show Mad Men, and on the Discovery, History Channel and Esquire networks.

Combs Wine & Spirits, a privately owned, premium spirits and wine business founded by Sean “Diddy” Combs in 2013, bought Deleón tequila in partnership with Diageo in 2014.