The pop star will be responsible for ‘changing the vibe’ on behalf of the brand through the fictional role
Smirnoff announced a long-term partnership with pop star and Grammy nominee for the second year in a row, Troye Sivan. The artist will assume the global role of ‘chief vibes officer’ for the brand.
The singer will be responsible for ‘changing the vibe’ on behalf of Smirnoff, sharing the brand’s collective spirit among fans around the world. The creation of the fictitious role is one of the ways the brand seeks to incorporate pop culture into its universe.
The partnership was launched through a social media video in which Troye announces his new role at a press conference. The global campaign will continue with Smirnoff’s sponsorship of Troye’s tour of Australia and New Zealand, where he will ‘change the vibe’ with fans at exclusive parties in Sydney and Melbourne. The agency Dazed Studio is leading the action.
“In Brazil, this announcement comes as the highlight of an incredible activation that we have just carried out. On the 16th, we presented two fans with an exclusive trip to attend a Troye show in Australia, with access to the after party and the right to a companion. Smirnoff is a brand of belonging and Troye Sivan is the embodiment of this feeling and when we include the energy of the fans with that of the artist, the vibe happens!”, says Gabriel Garcia, head of vodka & convenience at Diageo Brasil.
The global partnership encompasses social media, out-of-home media, digital, stores and event activations in more than 20 countries, including the UK, Brazil, Australia and India in the coming months.
