Smirnoff Appoints Troye Sivan as Global "Chief Vibes Officer"

Smirnoff Appoints Troye Sivan as Global Chief Vibes Officer

Smirnoff, the world's leading vodka brand, has announced the appointment of GRAMMY®-nominated global superstar Troye Sivan as its new 'Chief Vibes Officer' (CVO), marking the beginning of an exciting multi-year partnership. As one of the most influential artists in pop culture today, Sivan is fresh off his hyped "Sweat" tour with collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his solo tour, following the release of his 2023 album Something to Give Each Other.

Despite his busy schedule, Sivan will now take on the role of Smirnoff's global 'curator of immaculate vibes,' embodying the brand's Go OFF spirit to fans worldwide. This partnership is part of Smirnoff's broader WE DO WE campaign, which invites people to put aside to-do lists and embrace fun, connection, and unforgettable experiences.

The announcement was made today on social media with a humorous video of Sivan at a press conference, formally introducing himself as CVO and explaining his mission to encourage everyone to "Go OFF."

The partnership will be highlighted during Sivan's Australia and New Zealand tour, with exclusive after-parties in Sydney and Melbourne, where Smirnoff will bring the Go OFF vibes to life. Over the next few months, the brand will continue to showcase Troye embracing the Go OFF attitude, celebrating good times, good company, and great cocktails, reinforcing the idea that when unique personalities come together, life becomes richer and more fun.

Troye Sivan, Smirnoff’s new Chief Vibes Officer, said, "For me, Smirnoff has always been everywhere – from house parties to backstage at shows and nights out with friends. It's a brand I always want to be part of. The 'Go OFF' spirit is all about bringing people together and being our true selves, something I'm excited to share through this partnership."

Stephanie Jacoby, SVP Global Vodkas at Smirnoff, added, "We are thrilled to partner with Troye. He embodies the joy and spirit of WE DO WE and is the perfect person to spread the Go OFF vibes worldwide. We are excited for the months ahead and can't wait to see what we create together."

Smirnoff’s new campaign, which features a team of global creatives including Dazed Studio, McCann, director Hannah Lux Davis, and stylist Marc Forne, will be rolled out across social media, digital platforms, in-store displays, and event activations in over 20 countries, including the UK, Brazil, Australia, and India.

About Troye Sivan
Troye Sivan is a GRAMMY-nominated Australian singer, songwriter, and actor who has become a global icon in pop music, fashion, and LGBTQIA+ representation. With over 26 billion streams and 10 million albums sold worldwide, Sivan continues to push boundaries, from his music career to acting roles and high-fashion collaborations. His recent album, Something To Give Each Other, has received critical acclaim, further cementing his place in the global spotlight.

About Smirnoff Vodka
Smirnoff is the world's #1 vodka and is known for bringing people together over 150 years. A brand for everyone, Smirnoff celebrates diversity, fun, and the spirit of shared experiences. Learn more at smirnoff.com.

About Diageo
Diageo is a global leader in beverage alcohol with a portfolio that includes Johnnie Walker, Crown Royal, Ciroc, Smirnoff, Tanqueray, Baileys, Guinness, and many more. For more information, visit diageo.com.