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Smirnoff signs Troye Sivan for chief role
Diageo-owned vodka brand Smirnoff has struck a global partnership with Australian singer and actor Troye Sivan on a multi-year deal.
The Grammy Award-nominated star will serve as the brand’s ‘chief vibes officer’, sharing his mission to ‘Go Off’ to his fans, which Smirnoff noted as the next stage of its wider ‘We Do We’ campaign.
Smirnoff explained that the Go Off movement is a ‘call to arms to ditch to-do lists and dive into some fun – getting together, going out and going off – creating a more connected, open and exhilarating world’.
The partnership launched yesterday (November 18), with Sivan parodying a press conference and announcing his new role to journalists in a tongue-in-cheek video.
In the video, an interviewer asked Sivan about his new title – “Is that a real thing?” – to which he responded: “They gave me a business card. Smirnoff. Troye Sivan. Chief vibes officer.”
Examples of ‘going off’ included Martinis at lunch and calling your ex 87 times, but the singer said “no comment” in response to “going skinny-dipping with co-workers”.
On teaming up with the vodka, Sivan said: “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.
“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.”
Smirnoff is also sponsoring the upcoming Australia and New Zealand leg of Sivan’s global tour, where he’ll mingle with fans at after-parties in Sydney and Melbourne.
To spread the word, Smirnoff will be sharing more examples over the next months of Sivan living the ‘Go Off’ life – enjoying good times, company and cocktails – which the brand said ‘echoes the belief that when we bring unique personalities together, life becomes richer, more interesting, and more fun’.
The partnership will be visible across social, out-of-home, digital and in-store marketing, as well as through event activations in more than 20 countries including the UK, Brazil, Australia and India.
Stephanie Jacoby, senior vice-president of global vodkas, added: “We are so excited to partner with Troye – as someone who radiates joy and shares our We Do We 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 – we share a passion for fun, for bringing people together and for not taking ourselves too seriously.
“I am delighted to welcome our new chief vibes officer to the team, Troye is the perfect fit, and we can’t wait to collaborate over the coming months together – exciting things to come.”
According to the Brand Champions 2024 report, Smirnoff was the world’s biggest-selling vodka brand last year.
Watch the press conference video below:
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