Smirnoff has appointed 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. The partnership, brought to life by Dazed Studio , production leads McCann , is part of the brand’s wider WE DO WE campaign, which aims to create a more connected, open and exhilarating world. Smirnoff’s WE DO WE campaign was first launched in 2023 and aimed to boldly champion the power of the collective, celebrating the magic that’s created when different people, ingredients and flavours come together.
The launch will be followed by Smirnoff’s sponsorship of Sivan’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.
Sivan embodies the WE DO WE spirit with his dedication to creating safe and celebratory environments for his fans and the joy that he radiates. The launch moment marks.