Clearly not content with his successful clothing line, fragrances and music P Diddy has now gone one step further by signing a deal to promote Ciroc vodka. The deal will mean Diddy gets a 50% share in their profits, which are rumoured to be worth more than $100 million!! But Diddy insists:

‘I’m not just a celebrity endorser; I’m a brand builder. I’m a luxury brand builder’

That’s funny because we just looked up both in the dictionary and they came up with the same definition- ‘a man that is being sued left right and centre and needs to earn big bucks fast.’