"2024 taught us that no creator - no matter the scale of their success or support - is immune from controversy," Nate Harris, a VP at creator marketing platform CreatorIQ, told Business Insider.
"Mr. Combs is well-aware that these lawsuits make it impossible for him to continue to be the 'face' of anything," lawyers for the liquor giant wrote in a letter to a judge after the sexual assault lawsuits started pouring in.
"Combs went from cultural icon to cautionary tale in record time," Stacy Jones, the CEO of the branding agency Hollywood Branded, told BI.
Diageo is now reportedly considering offloading Cîroc, the vodka brand Combs represented. It may be a tough sell given its synonymity with Diddy, who has denied any wrongdoing.
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