Hip-hop mogul P. Diddy has inked new deal said to be worth $100 mil over the course of 3 years. Diddy will in turn us his branding power to develop the Ciroc Brand and split the profits 50-50. This is more then putting a celebrity face with a product in hopes to increase sales. Diddy was have his hand in all aspects of the development of the Ciroc brand will have to focus most of his time and energy into making it successful. Combs said he will be responsible for everything from marketing the brand to deciding where to sell it and will focus on attracting “movers and shakers” to the line.