With the premium vodka market expanding fast, the French Cîroc Vodka wanted to maintain its position as a major role-player. Retailed by the Diageo Group, Cîroc already has a first-rate ambassador in Sean Combs, aka P. Diddy. Diageo called on Denis Boudard and his team at QSLD, who specialize in luxury product design for high-end fragrance and spirits brands, to create an ice bucket that would also be an ambassador. The creative idea was simple: to translate the brand emblem (the blue circle on each vodka bottle) into a large physical shape. The inner blue support is protected by a transparent cocoon which brings to mind the vodka. To establish the prestige of the vodka, the silver-colored Cîroc name is embossed on the blue support, protected by the cocoon. The bowl is equipped with a magnetic detachable base endowed with LED lights that bring the bowl to life with lights and colors. The realization of this object was a challenge, as the ball shape required a triple inner wall system and the handle required technical fine-tuning. These features and its slanting angle make the bowl unique, surprising, and innovative. Denis Boudard comments: “Consumption objects, such as bowls, are real issues for the brands because they bring a high visibility. Their creation becomes all the more essential, because it leads to a real ritualization of the consumption. We created this bowl keeping this perspective in our mind. It reproduces the blue emblematic circle of the brand. We are fond of taking up these kinds of challenges.” Sean Combs began his partnership with Diageo for a strategic alliance to oversee and manage all branding and marketing initiatives for Cîroc Vodka. Combs said he wanted to work with Diageo because the company understood that "I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury brand builder." For more, visit www.qsld.com.