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

Paramount Pictures and Ciroc partnered to generate buzz and excitement for the product and new film “Zoolander 2.” This promotion was very unique and successfully brought a creative partnership to life. Ciroc used famed fashion photographer Mario Testino to not only design a limited edition bottle as a licensed product but also to shoot the campaign for showcasing the partnership. It was also one of the rare occasions where actor Ben Stiller agreed to channel his legendary Derek Zoolander character for a 3rd party partner. The promotion included an outdoor takeover, custom print ads, widespread digital support social media

Paramount Pictures’ primary objective was to reach an audience of people who have a passion for fashion and everything that is cool and stylish. By using Derek Zoolander as a model for the Ciroc brand campaign, Paramount was able to create the perfect connection for film with the fashion world, and stay true to the Zoolander brand of comedy. Moreover, the “Blue Steel” tagline, made popular by the film and residing in the zeitgeist for the past 15 years, was the perfect visual match for Ciroc’s iconic blue bottle.

The high-fashion comedy “Zoolander,” starring Ben Stiller as male super-model Derek Zoolander was returning after 15 years to the big screen in “Zoolander 2.” Paramount Pictures needed to introduce the famous character to an audience that may not be familiar with the original film. The studio sought out partners that could enhance the film marketing efforts to the 18-30 year old audience. Ciroc was identified as a relevant and beneficial partner to penetrate this demographic and deliver the marketing message that “Zoolander 2” was a must-see film.