Smirnoff Vodka appoints Troye Sivan

Smirnoff Vodka has appointed Grammy-nominated star Troye Sivan as its new Chief Vibes Officer (CVO), kicking off a new multi-year partnership between the singer and Smirnoff.

The global partnership will show up across social, OOH, digital, in-store and through event activations in over 20 countries, including the UK, Brazil, Australia and India.

With this, Troye will step into his CVO role as global ‘curator of immaculate vibes’ for Smirnoff – showcasing the ‘Go OFF’ spirit to fans all around the world. The movement is a call to ditch to-do lists and dive into some fun - getting together, going out and going OFF. Being part of the brand’s wider ‘WE DO WE’ campaign, the movement aims to create a more connected, open and exhilarating world.

First launched in 2023, the Smirnoff WE DO WE campaign celebrates the magic that occurs when diverse people, ingredients, and flavours come together.

Troye, as per the brand, is the true embodiment of the WE DO WE spirit with his dedication to creating safe and celebratory environments for his fans and the joy that he radiates around the world.

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.