Reports have suggested that Diageo, the makers of Don Julio tequila, are looking to continue their effort to try and restrict the involvement of Diddy in its advertising campaigns. This is in light of recent claims that Diddy is accused of rape that resurfaced in January.
Reports from the New York Times state that Diageo, the global beverage company behind Don Julio tequila, aims “to keep the recently appointed chairman of Combs Enterprises, Sean ‘Diddy’ Combs, from appearing in any of its ads.” The article further explains that the allegations in question are not new, but have recently been thrust back in the public eye.
The allegations in question date back to 1999, and have recently been raised after the emergence of the #MeToo movement. These accounts of rape are particularly serious given the public profile of Diddy at the time of the incident. The claims were apparently put forth in January of this year, but it is unclear why Diageo has only recently confirmed their stance.
That being said, the recent rumours have not been confirmed in a court of law. As of yet, Diddy (though not his representatives) has refused to address or refute the accusations. In the meantime, Diageo has sought to keep Diddy out of their advertising campaigns to keep a distance from any controversy.
This is not the first time that the beverage company has attempted to lessen Diddy’s involvement in their campaigns. In 2017, Diageo refused to reenergise its four-year relationship with Diddy, requesting that its competitor Patron had veto Diddy’s involvement in their joint campaign due to unsavoury legal allegations against him at the time.
The 71-year-old company made the decision in 2017 citing that the legal issues could be used to “tarnish Diageo’s reputation,” They are yet to clarify whether the current concerns hold the same implications, though they have reiterated their wish to keep him out of their promotional endeavours.
The decision of Diageo certainly serves to remind all of the power of the #MeToo movement, which, rightly, is running rife through legal and commercial actions alike. It will be interesting to see whether Diageo or any of Diddy’s other business partners change their stance in light of the recent resurfacing of rape allegations against the music mogul.