The new Sean John Fragrance and its accompanying marketing campaign is so saturated with Puff Daddy’s, I mean Diddy’s, I mean… whatever … His new fragrance called “I am King” is a bottle of concentrated Diddy Ego.

I’ve already come across three (1,2,3) accounts of people actually almost barfing after coming into contact with the stuff, some even after coming into contact with the advertising (see above pic, it’s disgustingly narcissistic!).  I can’t believe that this guy can be so full of himself!  No doubt this campaign makes me feel sick, Like most products and brands, they sell an idea.  Diddy’s idea and product are designed to sell him and his overinflated ego.  How a person like this can be a role model to kids, I have no idea.

He should stick to making beats (because his lyrics SUCK!) and so does most of his other products.

#FAIL on this marketing campaign, not on the choice of media or tactics but on the underlying idea and concept.