October 2007: Diddy signs with Ciroc
Diddy's deal with Ciroc gave him a 50% cut of the profits and significant incentive to do everything in his power to promote it. "I'm not just a celebrity endorser, he said. "I'm a brand builder. I'm a luxury brand builder."
Diddy's presence has helped Ciroc boost its annual output from 40,000 cases in 2009 to 2 million as of last November. He's struck partnership deals with NBA and Rick Ross and, in a 2011 commercial, leapt over a bull with ease that reflected the smooth taste of Ciroc itself.
November 2014: 50 Cent joins the Effen team with a bang
Effen had tried to get 50 Cent to endorse them as early as 2004, but he was busy with Vitamin Water and unsure if he wanted to partner with a spirits brand. In 2014, more business-minded and perhaps eager to start a rivalry with Diddy, he finally signed a deal with Effen.
He unceremoniously announced his new partnership by posting a picture of Diddy grinding with a hefty woman. After his followers accused him of fat shaming, he quickly removed.
50's cut of Effen's profits is unknown, but given the gusto with which he promotes the brand on Instagram, it is surely quite high.
Nothing like EFFEN by the fire. NEW DRINK NO MORE PUFFY JUICE. LOL http://t.co/1paQr8ZYJY— 50cent (@50cent) November 21, 2014
March 2015: 50 rekindles beef with French Montana
50 Cent and French Montana were briefly embroiled in a beef in 2012 that culminated in 50 calling French "the new Ja Rule." 50 rekindled the beef n March when he happened upon a picture of the Bad Boy artist and Diddy enjoying each other's company on a rooftop along with Tyga and Khloe Kardashian. He reposted the picture on Instagram: "What in the #Effenvodka world is going on in this picture man," he wrote. "Somethings not right."
50 Cent had been taking shots at Diddy and Ciroc all week, posting pictures of liquor stores filled to the brim with Effen and customizing his captions to anger Diddy as much as possible. Here are some samples:
"Can you tell I'm working EFFENVODKA in stores. LMAO I'm getting so much better at what I do."
“Good morning I want to thank everyone who has went and asked for Effen in stores and bars.it will be the New #1 vodka this summer. Southern wine and spirits. #noPuffyjuice lol ##EFFENVODKA."
"Look man you had your run it’s over, no more puffy juice its #EFFENVODKA BOY there’s no sympathy for winners. LOL."
Montana didn't take kindly to these jabs and responded by making fun of 50's 2005 GQ cover. 50 was all too eager to bring French into the mix.
July 2015: Diddy wishes 50 a happy birthday
It's clear which mogul is more into the Ciroc-Effen rivalry. Whereas 50 has made #NoPuffyJuice movement a central component of his marketing strategy, Diddy rarely mentions 50 in his Ciroc promotions. He made an exception for 50's 40th birthday in July, wishing him well with a nice Instagram message:
"May GOD BLESS YOU WITH Many more BELOVED! 😜 and I sent you a lifetime supply of the Superior ultra premium @CIROC@ciroc@Ciroc !!!!! Celebrate responsibly!!!! 😂 but all jokes aside birthdays are sacred! Happy birthday KING! Love always PUFFY 😂😭😭😭❤️."
He later said he was joking about the lifetime supply, but since then he's posted several videos of him sipping Ciroc with 50's nemesis Montana.
August 2015: French Montana enters the fray
French Montana is now doing the heavy lifting for #TeamCiroc, calling Effen "watered down" and dumping a box of unopened Effen bottles in the garbage, proclaiming, "This what I feel about your bullshit."
Naturally, 50 fired back with a couple of posts, writing "When you realize Effen vodka taste better than Ciroc. But U Diddy's bitch" in meme font over a picture of French. French refused to back down, declaring himself a true #CirocBoy during his performance in Connecticut over the weekend -- "We don't fuck with that Effen vodka!"
The ball is 50's court -- surely he's not done yet.