Smirnoff has always been synonymous with good times and great vibes, but now the vodka brand is turning things way up with the announcement of its new Chief Vibes OFFicer (CVO): none other than GRAMMY-nominated global superstar, Troye Sivan. That’s right, the hitmaker behind Something to Give Each Other is ready to give the world something else to talk about – the ultimate vibe check.
Troye Sivan isn’t just lending his name to Smirnoff; he’s stepping into this role with the kind of energy you’d expect from someone fresh off a whirlwind Sweat tour alongside Charli XCX and gearing up for the Australia and New Zealand leg of his solo tour. From stage lights to cocktail nights, Troye is all about living the “Go OFF” lifestyle Smirnoff champions.
In his inaugural address as CVO (delivered in true Troye style via a cheeky press conference video), Sivan shared his mission to help fans worldwide ditch their to-do lists and dive headfirst into unapologetic fun. “For me, Smirnoff has always been omnipresent – house parties, backstage, nights out,” he said. “When I see the brand, it feels like something I want to be part of.”
Smirnoff’s partnership with Troye is a centrepiece of the WE DO WE campaign, a movement designed to inspire people to embrace their individuality while connecting over shared moments. To kick off the vibes, Smirnoff is sponsoring Troye’s Australia and New Zealand tour, complete with exclusive afterparties in Sydney and Melbourne, promising fans a chance to “Go OFF” with their new CVO himself.
The collaboration is dripping in creative star power. Director Hannah Lux Davis, stylist Marc Forne, and agencies like Dazed Studio have brought a pop-cultural dazzle to the campaign. The result? A colourful, unapologetic celebration of life, cocktails, and good company.
Stephanie Jacoby, SVP Global Vodkas, summed up the partnership perfectly: “Troye radiates joy and shares our ‘WE DO WE’ spirit. He’s the ultimate vibe shifter for his fans, and we couldn’t be more thrilled to welcome him to the Smirnoff family.”
From social media teasers to dazzling activations across 20+ countries, the Smirnoff x Troye Sivan partnership promises a kaleidoscope of unforgettable moments. So, grab your favorite Smirnoff cocktail and prepare to “Go OFF” – because if Troye Sivan’s in charge of the vibes, we’re in for a very good time.
