![]() ![]() When asked about an influential segment of his market, his response was, essentially, well, we can't stop them from drinking it. You can argue all you want about Rouzaud's statements and try to justify them or whatever, but the tone is clear. But they didn't see it that way.Ī journalist at The Economist asked Frederic Rouzaud, the managing director of the company that makes Cristal: "Do you think your brand is hurt by its association with the 'bling lifestyle'?" This was Rouzaud's reply: "That's a good question, but what can we do? We can't forbid people from buying it." He also said that he looked on the association between Cristal and hip-hop with "curiosity and serenity." The Economist printed the quote under the heading "Unwelcome Attention." That was like a slap in the face. We used their brand as a signifier of luxury and they got free advertising and credibility every time we mentioned it. But we were unpaid endorsers of the brand which we thought was okay, because it was a two-way street. ![]() ![]() Follow a hustler, homie/ You're a customer, cronyįrom the first time I rapped the line "You like Dom, maybe this Cristal will change your life" on my first album, hip-hop has raised the profile of Cristal. ![]()
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