Troye Sivan joins Smirnoff as ‘chief vibes officer’
Australian singer and global pop culture royalty, Troye Sivan, has been enlisted by Smirnoff as its new ‘chief vibes OFFicer’ – tasked with showing consumers the ‘Go OFF’ spirit of the vodka brand.
The multi-year partnership launched this week after a series of teaser videos on social media, via Dazed Studio and McCann. In a cheeky press conference-style video, Sivan announces his new title.
It marks the next step in Smirnoff’s ‘WE DO WE’ campaign, which first launched last year, which aims to champion “the power of the collective” – where different people, ingredients, and flavours come together. The brand said Sivan embodies the campaign’s spirit with his dedication to creating safe and celebratory environments for his fans, and the joy that he radiates around the world.
“Developing Troye’s role as ‘chief vibes OFFicer’ for Smirnoff was all about channeling his ‘Go OFF’ energy into Smirnoff’s ‘WE DO WE’ platform, placing Smirnoff within the youth culture conversation through our bold, irreverent, and internet-savvy corporate satire,” said Pierre Morvan, global ECD at Dazed Studio.
“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,” said Stephanie Jacoby, senior vice president of global vodkas at Smirnoff.
“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!”
The newly-minted chief vibes OFFicer, Troye 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 a key sponsor of Sivan’s upcoming Australia and New Zealand tour, where he will share the ‘Go OFF’ vibes with fans at exclusive afterparties in Sydney and Melbourne.
The global partnership will roll out across social, OOH, digital, and in-store. Over the coming months, there will also be a series of event activations in 20+ countries including Australia, the UK, Brazil, and India where Smirnoff and Sivan will share more examples of the ‘Go OFF’ attitude – enjoying good times, good company and good cocktails – echoing the belief that when we bring unique personalities together, life becomes richer, more interesting, and more fun.
The campaign is part of Diageo’s – Smirnoff’s parent company – wider focus on embedding its brands at the heart of cultural moment for consumers.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
chief vibes officer
Dazed Studio
music
Pierre Morvan
Smirnoff
Stephanie Jacoby
Sweat Tour
Troye Sivan
Is this brand blind? Troye Sivan previous actions show he is a media leech, that will do anything to get his name out there, pretending to have sex onstage etc. This will not end well
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‘Pretending to have sex on stage’?
Outrageous.
Cancel immediately.
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