Diageo, the alcohol giant behind Tequila brands such as Jose Cuervo, has launched a renewed effort to keep Diddy from being used in any advertisements for its tequila products due to his alleged involvement in a rape case in the late 1990s.
The company has cited an alleged rape that took place during a Tejano Music festival in Austin, Texas in 1997, which was later settled out of court. Diddy, whose real name is Sean Combs, was ultimately cleared of any wrongdoing in the incident.
In light of the #MeToo movement, which highlighted the prevalence of sexual abuse and misconduct in the entertainment industry, Diageo has decided to be more cautious in its selection of partners in promoting its products. The company has issued a statement which reads, “We do not believe it is appropriate to use Diddy in any of our products going forward.”
Diageo’s decision to keep Diddy out of its tequila advertising comes as the company is facing pressure from a number of organizations, including Transparency International, to uphold the highest standards of corporate social responsibility when it comes to marketing.
Though Diddy has been personally cleared of any wrongdoing in the 1997 rape case, Diageo’s decision reflects a larger shift in how businesses are expected to be more mindful and thoughtful when considering who they use to promote their products. This move can also be seen as a sign that Diageo is working to avoid any future controversies by being proactive in the selection of its partners.