Diageo, the British alcoholic beverage manufacturer, has cited recent rape accusations against rapper Sean “Diddy” Combs in its renewed efforts to keep him out of ads for its Cîroc tequila brand.
The company included the allegations in a legal filing in a London court, as part of its’ ongoing efforts to block Diddy’s proposed advertisement campaign with Cîroc.
According to the filing, the legal action seeks to stop Diddy from running ads featuring him “promoting and endorsing” the company’s products. Diageo argues that the rapper’s involvement in the ad campaign could damage its brand and reputation.
In the filing, Diageo cites the 2017 rape accusations against Diddy, which he has vehemently denied. The company states that his connection to the rape allegations “would significantly damage Cîroc’s reputation,” and that he is not “a fit and proper person” to be endorsed by the brand.
Diageo has a long-standing policy of not working with anyone associated with unlawful or inappropriate behaviour.
The case is still ongoing and has yet to be decided, however this new filing could be a decisive factor in determining the result.
At this time, it is unclear whether Diddy will be able to proceed with his proposed advertisement campaign with Cîroc.