Kendall Jenner, Michael Jordan, the Rock. How American celebrities are changing Mexico’s tequila industry
“Cloaking itself in the language of diversity and equality is good for Diageo’s business, but it is a lie,” the lawsuit said. “While Diageo may conspicuously include images of its Black partners in advertising materials and press releases, its words only provide the illusion of inclusion.
The Grammy winner says that Diageo — owner of more than 200 brands, including Guinness beer and Tanqueray gin — first approached him in 2007 to help its then struggling Ciroc label. Diddy, also known as P. Diddy and Puff Daddy, says in the lawsuit that he agreed to use “his widely known name and influences to help promote and market” the brand, claiming that he “sparked spectacular growth” despite Diageo‘s failure to devote the “proper attention” and resources they promised when they partnered.