Diageo, the alcohol giant behind the luxury tequila brand Don Julio, has sharply rebuked a rap mogul for allegedly sexually assaulting a model in 1995, using the allegation to renew its pledge to stop him from advertising its high-end tequila brand.
The company had previously enlisted Sean “Diddy” Combs to promote the spirits brand in 2015 in an effort to recast its image among young drinkers. After the model’s accusations surfaced, however, Diageo announced that it had terminated its agreement with Combs and would no longer use him to promote the Don Julio brand.
“We take all allegations of sexual violence and misconduct very seriously,” said Peter McDonough, Chief Executive Officer of Diageo America, in a statement. “We find any allegations of sexual assault and misconduct to be totally unacceptable. As a result, we have ended our agreement with Mr. Combs and have no plans to work with him again in any capacity on the Don Julio brand which we own and operate.”
The model, Dedina Anderson, accused Combs of assaulting her in an interview with the Daily Mail in October. In the interview, she said that she was in a hotel room with Combs when he allegedly tried to rape her. She claimed that he then grabbed her face and forced his tongue into her mouth.
Diageo’s decision not to use Combs in any future advertising campaigns is a clear indication of their stance on sexual violence. It also serves as an example of the importance of taking such allegations seriously and responding appropriately. Companies have a responsibility to ensure that their advertising reflects their values and the values of their partners and customers. By responding swiftly and definitively, Diageo has shown that they take this responsibility seriously.
