Smirnoff announces appointment of super star Troye Sivan as global ‘Chief Vibes OFFicer’ in new ‘Go OFF’ teaser via Dazed Studio and McCann

Smirnoff, the world’s No.1 vodka brand, is today 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.

One of the most celebrated artists in popular culture today, Sivan has just wrapped his hype-filled ‘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 CVO role as global ‘curator of immaculate vibes’ for Smirnoff – showcasing the Go OFF spirit to fans all around the world. As the next stage of the brand’s wider WE DO WE campaign, the movement is a call to arms to ditch to-do lists and dive into some fun – getting together, going out and going OFF – creating a more connected, open and exhilarating world.

The partnership launched across socials today after a series of teaser drops, with a tongue-in-cheek video showing Troye taking part in a press conference, announcing his new CVO position to interviewers and sharing his mission, for people to Go OFF.

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. 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 – echoing the belief that when we bring unique personalities together, life becomes richer, more interesting, and more fun.

Says Troye Sivan, Chief Vibes OFFicer of Smirnoff: “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.”

Says Stephanie Jacoby, SVP global vodkas: “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!”

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.

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 – watch this space for more updates from the Chief Vibes OFFicer of Smirnoff, Troye Sivan.