In a playful and innovative marketing move, global vodka brand Smirnoff has announced a groundbreaking multi-year partnership with Grammy-nominated artist Troye Sivan, appointing him as their unconventional “Chief Vibes Officer” (CVO).
The partnership, launched recently, marks a strategic expansion of Smirnoff’s “WE DO WE” campaign, which aims to celebrate collective experiences and bring people together. Sivan, known for his vibrant music, emerges as the perfect embodiment of the brand’s energetic spirit.
Stephanie Jacoby, SVP Global Vodkas, emphasized the unique synergy between Sivan and the brand. “We share a passion for fun, for bringing people together and for not taking ourselves too seriously,” she said.
Troye Sivan, whose accolades include over 26 billion global streams and multiple ARIA Awards, is renowned for his ability to connect with fans through music, fashion, and advocacy. Speaking on the partnership, Sivan shared his enthusiasm:
“For me, Smirnoff has always been omnipresent, at house parties, backstage, or nights out with friends. Go OFF is about being yourself and enjoying life, something I’ve embraced in this part of my journey.”
The campaign’s cheeky launch video features Sivan humorously addressing his new role during a mock press conference, setting the tone for the creative partnership.
For Sivan, the partnership feels natural. “Smirnoff has always been omnipresent – whether it’s at house parties, backstage at shows, or nights out with friends,” he explained. The collaboration’s core message is “Go OFF” – an invitation to ditch to-do lists and embrace spontaneous, joyful experiences.
The partnership will manifest across 20+ countries, including the UK, Brazil, Australia, and India, through social media, outdoor advertising, digital platforms, and event activations. A highlight includes Smirnoff sponsoring Sivan’s upcoming Australia and New Zealand tour, featuring exclusive after-parties in Sydney and Melbourne.
Crafted by a collective of global creatives, including Dazed Studio and director Hannah Lux Davis, the campaign goes beyond traditional marketing. Pierre Morvan from Dazed Studio described it as “channeling Troye’s ‘Go OFF’ energy” through “bold, irreverent, and internet-savvy corporate satire.”
Sivan brings significant cultural capital to the partnership. With over 26 billion streams, 10 million album sales, and a massive social media following of 39 million, he has established himself as a global icon in music and fashion
The partnership represents more than a brand collaboration, it’s a celebration of collective joy, cultural connection, and the power of coming together.
As Smirnoff playfully notes (with a legal disclaimer), the “Chief Vibes Officer” title is promotional. But for Sivan and his fans, it’s a vibrant invitation to “Go OFF” and embrace life’s spontaneous moments.
Fans can expect more creative activations as Sivan and Smirnoff continue to bring the Go OFF vibe to life. With his infectious energy and Smirnoff’s global reach, this collaboration is poised to redefine what it means to celebrate life, every day, everywhere.
