Smirnoff announced the appointment of singer and actor Troye Sivan as its new “Chief Vibes Officer” (CVO). The partnership, which is part of the global “WE DO WE” campaign, seeks to connect the brand with a young audience, highlighting the “Go OFF” concept, which encourages the appreciation of moments of fun and relaxation.
Troye Sivan, known for his musical career and notable presence in pop culture, will be responsible for translating the “vibrations” promoted by Smirnoff into global actions. The partnership was officially launched on social media, with a relaxed video where Sivan participates in a press conference to announce his new role. As part of the actions, Smirnoff will sponsor Sivan’s tour in Australia and New Zealand, including exclusive parties in Sydney and Melbourne.
“For me, Smirnoff has always been omnipresent – whether at house parties, backstage at shows or on a night out with friends. I see the brand all over the world, and every time I do, I feel like it’s something I want to be a part of. ‘Go OFF’ is all about bringing 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,” said Troye Sivan.
Global Vodkas Senior Vice President Stephanie Jacoby highlighted the alignment between the brand and Sivan: “We are so excited to partner with Troye – as someone who radiates joy and shares our ‘WE DO WE’ spirit, he is the best vibration changer for your fans around the world. We knew from the first moment we spoke to Troye and his team that this would be something truly special – we share a passion for fun, for bringing people together and for not taking ourselves too seriously.”
In true Smirnoff fashion, a collective of global creatives were brought together to develop the campaign, including Dazed Studio, McCann and director Hannah Lux Davis. The action will be widely publicized on social networks, outdoor and digital media and events in more than 20 countries, such as Brazil, the United Kingdom, Australia and India.
“I am very happy to welcome our new Chief Vibes OFFicer to the team. Troye is the perfect fit and we can’t wait to collaborate over the next few months together – exciting things to come!” added Jacoby.
The partnership seeks to expand Smirnoff’s connection with the youth universe, promoting unique moments of celebration and fun. In the coming months, new actions involving Sivan will be disclosed.
