CÎROC Honey Melon will launch with the "No Reservations Needed" campaign, featuring visuals that portray a reimagined country club experience explored through the lens of a diverse group of young adults that challenge the concept of class and exclusivity.
"From developing the flavor and making sure it has a taste that's undeniable, to perfecting every detail of the packaging and design, our focus with CÎROC Honey Melon was to deliver a special premium product that is truly innovative in the category," said Sean "Diddy'' Combs. "We have established a history of excellence and with the launch of this limited flavor, we will continue setting the standard as a luxury spirits brand."
"Everyone has a seat at the country club with CÎROC Honey Melon," said Edward Pilkington, Chief Marketing and Innovation Officer, Diageo North America. "The lively flavor of CÎROC Honey Melon masterfully evokes the grandeur and elegance of the traditional country club experience but throws the doors wide open to anyone and everyone."
To kick off the arrival of the new flavor, CÎROC invites consumers to experience the newest flavor innovation first-hand in Palm Springs during one of the biggest weekends of festival season. Beginning April 14th, consumers will be invited to a one-of-a-kind weekend experience that will feature unlimited food & beverage offerings and a lineup of special guest DJs that will reimagine the country club at Soho Desert House.