Smirnoff has announced the appointment of Grammy-nominated star Troye Sivan as its new “Chief Vibes Officer” (CVO).
Sivan has just finished his ‘Sweat’ tour, alongside friend, artist and frequent collaborator Charli xcx, and is about to embark on the Australia and New Zealand leg of his global solo tour.
Sivan will now step into his CVO role as global ‘curator of immaculate vibes’ for Smirnoff – showcasing the Go OFF spirit to fans all around the world.
As the next stage of the brand’s wider WE DO WE campaign, the 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 launch will be followed by Smirnoff’s sponsorship of Sivan’s Australia and New Zealand tour.
“For me, Smirnoff has always been omnipresent – whether it’s at house parties, backstage at shows, or nights out with friends,” says Sivan.
“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 global partnership will show up across social, OOH, digital, in-store and through event activations in 20+ countries over the coming months.
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