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Published on April 16th, 2013 | by Lydia Brooks

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Diddy’s New Billion Dollar Deal? Diddy Launches AQUAhydrate with Mark Walhberg

Diddy has found a new clear liquid to promote, and this time it’s not alcoholic. In a recent deal, Diddy has agreed to join AQUAhydrate CEO John Cochran, as well as actor/producer Mark Wahlberg, to promote AQUAhydrate’s new fitness water. Together, these three will be responsible for shaping the brand’s vision and securing retail partnerships, which to date already include Safeway, Kroger and GNC.

“It’s important for me to be part of something that drives me and is constantly pushing the boundaries, and that’s what AQUAhydrate does,” said Sean “Diddy” Combs. “Together, were going to take AQUAhydrate to the next level.”

Diddy has done well with beverages already. In 2007, he signed a 50-50 joint venture with the British-based drinks company Diageo, which made him the full-time brand manager for their Cîroc vodka label. Since then, Diddy has increased the brand’s sales by 600%, and made Cîroc his biggest source of personal income.

He now hopes to take a similar path with AQUAhydrate. Fortunately for Diddy, the drinks make a nice pair, as he can now promote the two in tandem: Cîroc to get drunk, and AQUAhydrate to help with the hangover the next morning.

Diddy is not the only rapper doing promo rounds for a bottled water brand. Curtis “50 Cent” Jackson became the first rapper to break into the bottled water business when he became a partial owner of Glacéau, the company that makes VitaminWater, in 2004. This turned into a huge payout for 50 when Coca-Cola purchased Glacéau in 2007, netting him an estimated $60 to $100 million in earnings.

Currently, AQUAhydrate is a privately owned company, with both Diddy and Wahlberg as major shareholders. Diddy’s net worth is already valued at over half a billion dollars, and if he can sell bottled water as well as he can sell vodka, he could well be on his way to becoming hip-hop’s first billionaire.


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