One of the world’s most famous photographers, Mario Testino, captured one of the world’s most famous supermodels, Derek Zoolander, in a campaign for CÎROC® Ultra-Premium Vodka. The content showcased the Limited Edition CÎROC ‘Derek Zoolander Blue Steel’ bottle, designed by Mario Testino and was created in celebration of the new film from Paramount Pictures, “Zoolander 2.”

Ciroc produced over 120k CIROC Blue Steel bottles inspired by “Zoolander 2” and distributed across Europe, Australia and the Middle-East. The limited-edition product was promoted with custom creative from Mario Testino. The media investment included stand out placements across London and Madrid, including billboards, taxi wraps, subway station takeovers, and print ads in (and wraps of) leading fashion magazines. CIROC joined forces with Esquire & Selfridges in the UK to launch a fashion takeover of the two main windows featuring CIROC Blue Steel bottles & costumes from the film, a dedicated CIROC Blue Steel wall in the Wine & Spirits store and a takeover of the Men’s Personal Shopping area, kicking off with a tastemaker event. Ciroc sponsored several key fashion events across Europe promoting the film while serving the “Blue Steel” cocktail in addition to sponsoring “Zoolander 2” premiere events in Berlin, Madrid and London in Leicester Square.

Program performed exceptionally well.

-:15 BTS piece reached over 1MM views within 7 days of launch

-Massive press coverage, over 400 pieces reaching 3 BILLION by film’s opening and generating earned conversation across European channels inclusive of top tier influencers

-Over 600 social media posts by audiences including influencers reaching over 26M-all using #BlueSteel to drive traffic to promotion of film

-Visibility at scale driven by highly successful Selfridges/Esquire collaboration

-Massive consumer reach from all OOH media

-ALL 120k limited edition bottles SOLD OUT at retail