Really an excellent marketing scheme.  If you are trying to pawn off the fake it till you make lifestyle that Ciroc represents who better to get associated with your product than Ray J?  Yes he made Kim K famous, yes he gets interviewed by radio stations, yes he works out two times a day in sleeveless Ciroc shirts, yes he shows up to clubs in a Rolls Royce and proceeds to pop bottles.  Film it, force some ciroc in the video clip, wait for f*ck boy bloggers to post, sell some Ciroc.  Done and done!

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