The continuous rise of collaborative marketing has made brands realise that achieving commendable results seldom occurs when they operate in isolation. With this in mind, brands are left with little-to-no-choice but to seek out partnerships with befitting brands and/or similar minded individuals. Through the celebrity brand ambassador approach, we have seen brands enlist a celebrity with a similar audience, goals, mission or interests, to increase leads, brand awareness and influence. By utilising ambassadors/collaborators, brands are able to leverage their popularity by using them as a mouthpiece to communicate key brand messages to the market. The recently unveiled CÎROC x Moschino collaboration took a similar route for its marketing campaign. Revealed in Milan with Jeremy Scott, CÎROC has tapped social media influencer Jasmine Sanders (aka Golden Barbie, model River Viiperi, Nigerian Mega Star WizKid alongside South African Hip-Hop artist Cassper Nyovest and TV/Radio Personality Thando Thabethe, to front the campaign.
Moschino’s Scott and his crew will form an integral part of the campaign throughout for a duration of 18 months, thanks to their diverse talents and backgrounds which encapsulate the spirit of the campaign. Like CÎROC and Moschino, they share a unique and daring style but work across fields from music to modelling and cultures from Spain to South Africa. According to CÎROC, they have gathered a squad based on more than just social media numbers. Together the CÎROC x Moschino crew represents a celebration of individuality and show that modern luxury does not have one face.
FACE TO FACE WITH THE CREW
Jeremy Scott is a pop icon and has created a powerful fashion sensibility recognized the world over. His partnership with Adidas saw him launching the Jeremy Scott for Adidas collection of apparel and footwear in 2008, and later appearing with Katy Perry and Nicki Minaj in the brand’s 2011 and 2012 television ad campaigns. In October 2013, Jeremy Scott was named the Creative Director of the prestigious Moschino brand, heading up the brand’s collaborations with retail giant H&M and LVMH’s revolutionary retail concept for fragrances and cosmetics, Sephora. On how he applied the playful nature of both brands into the collaboration, Jeremy Scott had this to say, “I brought this inspiration into my looks for everyone (the talent) at the shoot. I wanted it to be very upbeat, exciting, fun, eclectic, colourful and effervescent as that really worked for the mood and the brand of CÎROC it is fun and playful!”
Jasmine Sanders, also known as “Golden Barbie” to her nearly 3,1 million Instagram followers, is a bona-fide global star in fashion and beauty. Her appearance on Miu Miu’s runway in 2016 marked a distinct turning point towards a career in high fashion. Known for her cascading blonde curls, Jasmine has graced the pages of top fashion magazines including Vogue, Vogue Italia, LOVE, Allure, Elle, Esquire, Glamour, GQ, Interview and W Magazine. Well on her way to becoming one of the industry’s super influencers, Sanders has headlined collaborative campaigns for brands such as Bulgari, Reebok, Moroccanoil, Revolve, Tommy Hilfiger, Samsung, and most recently, Smashbox. “I have a long working relationship with Jeremy and Moschino and I like to have a good time, so the partnership makes a lot of sense to me and it’s something I’m really excited to be part of. CÎROC and Moschino are a match made in heaven. CÎROC is all about celebration and models know that Jeremy’s shows are all about celebration. He brings a great energy to the runway and to life that is so unique,” the 27-year-old commented on the partnership.
Thando Thabethe is a Radio and TV Presenter, Actress, club DJ, MC and the first ever African brand ambassador for Nivea. Alongside launching her entrepreneruial efforts, through Thabooty’s, Thando was recently announced as the first South African to score a talk show on TLC channel. “Moschino is a great brand, very fashion-forward. The two together are the playful luxury CÎROC stand for and I think it’s a genius collaboration. CÎROC and Moschino are a match made in heaven. Why do you think this relationship works? It’s playful luxury. CÎROC is a brand that doesn’t take itself too seriously, as luxurious as it is, which is the same as Moschino–it is very niche,” the CÎROC brand ambassador revealed.
Nigerian singer/songwriter Ayodeji Ibrahim Balogun (aka Wizkid) began his career in music when he was just 11 years old. Since then, the now 28-year-old has risen to global stardom, signing a multi-album deal with RCA Records, and becoming the first Afrobeats artist to appear in the 2018 Guinness World Records for his contribution to Drake’s hit song “One Dance”. With a proven track record in successful brand collaboration, WizKid’s recently launched collaboration with Nike reportedly sold out within 10 minutes. “First of all, I like to know if the brand I am working with understands who I am as a person and what I stand for, because I represent a lot of people in Africa and that’s important to me,” the hitmaker revealed when asked about what he looks for in a collaboration. “Moschino is a brand that I really like. I love Jeremy Scott and I love his designs. Cîroc is a global brand and so is Wizkid, so it’s good fit. This is going to be really fun, everyone is fun. Jeremy was as cool as I expected, Cassper is my brother. Thando is from South Africa and with River and Jasmine, there is a lot of love there already,” he added.
CEO of his own record label, ‘Family Tree Media’, Cassper Nyovest (born Refiloe Maele Phoolo on December 1990 in a Mafikeng village called Montshiwa) is a true example of starting from the bottom. In such a short period of time, Mufasa (as he is affectionately known) has already been crowned MTV’S 2015 Best African Hip-Hop Act and Metro FM’s Best Male Artist, also scooping the Listener’s Choice Award, Song of the Year and Best Hit Single. Often named a pioneer in the African Hip-Hop industry, Cassper’s quest to become among the greatest globally has only just begun. On becoming a CÎROC brand ambassador, he said, “CÎROC approached me in 2016 as they really liked the message I was conveying; how responsible I was and how clean my brand was. I’m a very positive human being, I’m always celebrating life.” The rapper who has also collaborated with Nike also revealed, “I have been a fan of Jeremy’s work for a long time. It was an interesting opportunity as a Rapper to be part of a campaign with a fashion icon. I wanted to see how it would play out and it’s been really good fun. I am loud, fun and colourful so I brought the energy! I’ve been making everybody laugh. Everybody who sits with me needs to leave with a smile – I bring positive vibes”.
River Delfin Canomanuel Viiperi, known as River Viiperi (born in Ibiza, Spain) is a 26-year-old half Spanish half Finnish male Top Model. His modeling career took off very quickly and he became popular in a very short time. He has been featured in many advertising campaigns, including those for Calvin Klein, Versace and Ralph Lauren to name a few. “CÎROC is known for throwing great celebratory parties and having great events all around the world and Moschino is one of the powerhouses of playful fashion. Obviously, Jeremy is a big part of it and I think they mix perfectly,” Viiperi shared.