Troye Sivan, the GRAMMY-nominated global music sensation and pop culture icon, has just added a fresh and exciting title to his résumé – Smirnoff’s new ‘Chief Vibes OFFicer’ (CVO).
Yes, you read that right. Troye is officially taking the reins as the global curator of “immaculate vibes,” kicking off a multi-year partnership with the world’s No.1 vodka brand, bringing fun, connection, and vibrant energy to fans across the globe.
The announcement couldn’t have come at a better time. Troye, who just wrapped his electrifying Sweat tour alongside Charli XCX, is preparing to hit the road again for the Australia and New Zealand leg of his global solo tour in support of his critically acclaimed 2023 album Something to Give Each Other. And now, amidst all this, Sivan is stepping confidently into his role for Smirnoff, amplifying the call to “Go OFF.”
Smirnoff’s Go OFF campaign champions the idea of ditching the daily grind and making time for the good stuff—spontaneous nights out, belly-laugh-induced shenanigans, and unforgettable moments shared with friends. “Go OFF” is about togetherness, fun, and individuality, qualities that Sivan embodies effortlessly.
“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 all around the world, 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 really embraced in this part of my life and something I’m excited to continue to do with this partnership.”
The partnership was announced with a cheeky video featuring Troye at a faux press conference, declaring his new role and rallying everyone to take their fun to new heights. And the vibes definitely didn’t stop there. Smirnoff is proudly sponsoring the Australia and New Zealand leg of Troye’s tour, where exclusive Go OFF afterparties in Sydney and Melbourne will keep the energy alive long after the final encore.
Stephanie Jacoby, SVP Global Vodkas, was effusive in her praise for the collaboration, saying, “We are so excited to partner with Troye. As someone who radiates joy and shares our ‘WE DO US’ spirit, he is the ultimate vibe shifter for his fans all around the world. We knew from the moment we first spoke to Troye and his team that this was going to be something truly special.”
Jacoby added, “We share a passion for fun, for bringing people together and for not taking ourselves too seriously. Troye is the perfect fit for our brand, and we can’t wait to collaborate over the coming months—exciting things to come!”
To match Sivan’s magnetic energy, Smirnoff assembled a top-tier collective of global creatives to craft the latest Go OFF campaign. Cultural tastemakers Dazed Studio teamed up with production experts McCann and director Hannah Lux Davis to bring the bold, vibrant Smirnoff brand world to life. Renowned stylist Marc Forne, who’s worked with Sivan on his solo tour and the Sweat tour, infused glamour into the visual storytelling.
The campaign promises an all-encompassing global presence, popping up across social media, out-of-home advertising, digital platforms, in-store displays, and event activations in over 20 countries, including the UK, Brazil, Australia, and India.
Smirnoff isn’t just positioning this as a campaign—it’s a movement to make real, meaningful connections over a cocktail or two. Within the coming months, fans will get a glimpse of Troye Sivan living his best Go OFF life, enjoying the moments that matter most—good company, good vibes, and of course, good cocktails.
With Troye Sivan on board as Smirnoff’s Chief Vibes OFFicer, the world is about to see a whole new level of energy. Whether it’s cutting loose at exclusive afterparties, vibing out to his music, or simply celebrating individuality, Sivan and Smirnoff are here to remind us that life’s better when we put down the to-do lists and just GO.
Keep an eye out for new updates from the CVO himself—because when Troye Sivan says it’s time to Go OFF, you know the vibes are immaculate.