Troye Sivan joins Smirnoff as ‘chief vibes officer’

November 19, 2024 9:46

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.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

chief vibes officer Dazed Studio music Pierre Morvan Smirnoff Stephanie Jacoby Sweat Tour Troye Sivan

2 COMMENTS

Benjamin 19 Nov 24

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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Button 20 Nov 24

‘Pretending to have sex on stage’?
Outrageous.
Cancel immediately.

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