Smirnoff announces new global partnership with Troye Sivan, and his appointment as ‘Chief Vibes Officer’

• New multi-year global partnership between Smirnoff, the world’s No.1^[1] vodka brand, and GRAMMY^®-nominated global star Troye Sivan
• The announcement of this new Go OFF activity with Troye Sivan at the helm kick-starts the next stage of the WE DO WE campaign from Smirnoff - getting people out, getting people together and getting people to Go OFF
• Legally we have to say that “Chief Vibes Officer” is not a real title and is used solely for promotional purposes. (Please do not tell Troye…)

Today, Smirnoff the world’s No.1^[2] vodka brand, is announcing the appointment of 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.

One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli xcx, and is about 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’.

Amidst this busy schedule, Troye will now step proudly into his tongue-in-cheek CVO role as global ‘curator of immaculate vibes’ for Smirnoff – showcasing the Go OFF spirit to fans all around the world. The movement is a call to arms to ditch to-do lists and dive into some fun - getting together, going out and going OFF. As the next stage of the brand’s wider WE DO WE campaign, the movement aims to create a more connected, open and exhilarating world.

The Smirnoff WE DO WE campaign, first launched in 2023, aims to boldly champion the power of the collective, celebrating the magic that’s created when different people, ingredients and flavors come together. Troye is the true embodiment of this WE DO WE spirit with his dedication to creating safe and celebratory environments for his fans, and the joy that he radiates around the world. This launch moment marks the beginning of an exciting alliance between Troye and Smirnoff, with the cultural needle shifting firmly towards fun.

Stephanie Jacoby, SVP Global Vodkas, said: “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. 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 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.

In true Smirnoff style, a collective of global creatives was brought together to craft the latest Go OFF work and bring a pop-world spin to the vibrant Smirnoff brand world. 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 Troye for his solo global tour and the US ‘SWEAT’ Tour with Charli xcx.

Troye Sivan, Chief Vibes OFFicer of Smirnoff, said: “For me, Smirnoff has always been omnipresent – whether it’s at house parties, backstage at shows, or nights out with friends. 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 launch will be followed by Smirnoff’s sponsorship of Troye’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.

[1]Spirits Business, Brand Champions Report 2024
[2]Spirits Business, Brand Champions Report 2024