By Barry Janoff
July 10, 2013: Dennis Rodman is a member of the Naismith Memorial Basketball Hall of Fame, was part of the Detroit Pistons NBA world championship "Bad Boys" (1989, 1990), won three more titles alongside Michel Jordan on the Chicago Bulls, has starred on TV reality shows, authored four books, and is a self-professed international diplomat whose personal life is a winding road of both personal highs and lows.
In the next phase of his life, Rodman now is lead spokesman and label inspiration for Bad Boy Vodka. Financial terms of the deal were not disclosed.
The product, from Premier Brands and AB Partners, is scheduled to hit retail later this month. Rodman's presence is described as "adding a smooth and edgy twist to a classic spirit."
"Bad Boy Vodka characterizes a tough and edgy, yet smooth and classic taste," Rodman, whose trip to North Korean in June to meet with Kim Jong Un made worldwide headlines, said in a statement. "A perfect representation of whom and what I am all about."
The company did not detail price-points or marketing involving Rodman, but plans to support with a heavy dose of social media, including Facebook, Twitter and YouTube.
Will Rodman's history be a turnoff or turn on for consumers? That remains to be seen. On the Bad Boy Vodka Web site, Rodman offers, "There is one thing everyone should understand: I like my character."
Either way, the company is excited about the overall product and presentation.
According to Jorge Olson, president and CEO of Premier Brands, "The taste is incredible, the bottle is a work of art, and the brand is already recognizable. We have already had interest from brokers and accounts."
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