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.
One of the most celebrated artists in popular culture today, Troye, has just completed the much-anticipated ‘Sweat’ tour alongside Charli XCX.
He also just began 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 be Smirnoff’s global ‘curator of immaculate vibes’, showcasing the Go-Off spirit to fans worldwide. The movement has called fans worldwide to ditch to-do lists and dive into some fun.
The Smirnoff WE DO WE campaign was first launched in 2023 to boldly champion the power of the collective and celebrate the magic created when different people, ingredients, and flavours come together.
Troye embodies this WE DO WE spirit with his dedication to creating safe and joyous celebratory environments for his fans.
The partnership launched across socials after a series of teaser drops with Troye participating in a tongue-in-cheek press conference, announcing his new CVO position to interviewers, and sharing his mission: for people to Go OFF.
“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 worldwide, and whenever I do, it feels like something I want to be part of,” said Troye.
“Go OFF is all about getting people together and being ourselves, something I’ve embraced in this part of my life and something I’m excited to continue to do with this partnership.”
The launch will be followed by Smirnoff’s sponsorship of Troye’s Australia and New Zealand tour, during which he will share the Go-Off vibes with fans —enjoying good times, good company, and good cocktails.
