CÎROC

During a time of cultural unrest and heightened awareness of social injustice among the Black community, CÎROC Ultra-Premium Vodka evolved its brand purpose of “celebrating life” to “celebrating others.” To show up for the Black community and reinforce their commitment to celebrating Black excellence, HUNTER helped CÎROC introduce the brand’s ongoing community-centric platform, #CIROCStands. Timed to the Historic March on Washington, #CÎROCStands launched by partnering with Black changemakers to elevate their voices on social feeds and billboards across the nation, spreading powerful messages of Black joy. The brand continued to activate at relevant moments throughout the year, from providing access to voting assistance resources for Election Day, to partnering with a collective of Black artists for eye-catching community murals for Black History Month. Through #CÎROCStands, the brand shares the stories of those defining culture and shaping the future, while showing up authentically with purpose during key cultural moments.