Smirnoff has appointed Grammy-nominated global star Troye Sivan as its new chief vibes OFFicer (CVO), marking the start of an exciting new multi-year partnership between the singer and Smirnoff.
The partnership, brought to life by Dazed Studio, production leads McCann, is part of the brand’s wider WE DO WE campaign, which aims to create a more connected, open and exhilarating world. Smirnoff’s WE DO WE campaign was first launched in 2023 and aimed to boldly champion the power of the collective, celebrating the magic that’s created when different people, ingredients and flavours come together.
The launch will be followed by Smirnoff’s sponsorship of Sivan’s Australia and New Zealand tour where he will share the Go OFF vibes with fans at exclusive after parties in both Sydney and Melbourne. Then, over the coming months, Smirnoff will be sharing more examples of Troye living the Go OFF vibe – enjoying good times, good company and good cocktails.
The global partnership will show up across social, OOH, digital, in-store and through event activations in 20+ countries, including the UK, Brazil, Australia and India over the coming months and forms part of Diageo’s wider focus on embedding their brands at the heart of key cultural moments for consumers – from music and fashion to sports, food and more.
Sivan embodies the WE DO WE spirit with his dedication to creating safe and celebratory environments for his fans and the joy that he radiates. The launch moment marks the beginning of an exciting alliance between Sivan and Smirnoff, with the cultural needle shifting firmly towards fun.
In the role, Sivan will be the global ‘curator of immaculate vibes’ for Smirnoff – showcasing the ‘Go OFF’ spirit to fans worldwide to ditch to-do lists, go out and go OFF.
The partnership launched today across socials, after a series of teaser drops, with a video showing Troye taking part in a tongue-in-cheek press conference, announcing his new CVO position to interviewers and sharing his mission, for people to Go OFF.
“We are so excited to partner with Troye – as someone who radiates joy and shares our ‘WE DO WE’ spirit he is the ultimate vibe shifter for his fans all around the world,” Stephanie Jacoby, SVP Global Vodkas, said.
“We knew from the moment we first spoke to Troye and his team that this was going to be something truly special – we share a passion for fun, for bringing people together and for not taking ourselves too seriously.
“I am delighted to welcome our new chief vibes OFFicer to the team, Troye is the perfect fit, and we can’t wait to collaborate over the coming months together – exciting things to come!”
The collective includes cultural and creative agency Dazed Studio, production leads McCann, director Hannah Lux Davis, director of photography Ben Carey and leading stylist to the stars, Marc Forne who most recently styled Sivan for his US ‘SWEAT’ Tour with Charli xcx.
“For me, Smirnoff has always been omnipresent – whether it’s at house parties, backstage at shows, or nights out with friends,” Troye Sivan, chief vibes OFFicer of Smirnoff, said.
“I see the brand all around the world, and whenever I do, it feels like something I want to be part of. ‘Go OFF’ is all about getting people together and being ourselves, something I’ve really embraced in this part of my life and something I’m excited to continue to do with this partnership.”
Pierre Morvan, global executive creative director Dazed Studio, added: “Developing Troye’s role as Chief Vibes Officer for Smirnoff was all about channeling his ‘Go OFF’ energy into Smirnoff’s “We Do WE” platform, placing Smirnoff within the youth culture conversation through our bold, irreverent, and internet-savvy corporate satire.”
The partnership comes after Sivan recently wrapped up his ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli xcx. Sivan is set to embark on the Australia and New Zealand leg of his global solo tour following the release of his hit 2023 album, ‘Something to Give Each Other’.
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Top image: Troye Sivan