Smirnoff & Troye Sivan Drop New Business Update From "Vibes HQ" Introducing The Next Phase Of Global Partnership

Today, Smirnoff, the world’s No.1 vodka brand[1] is announcing the next phase of its partnership with global pop sensation Troye Sivan with content showing a ‘Day In The Life’ of his role as Chief Vibes OFFicer at Smirnoff Vibes HQ.

A modern-day music icon, Troye was appointed as Chief Vibes OFFicer (CVO) for Smirnoff in November 2024, fresh off the back of his ‘Sweat’ tour with friend and frequent collaborator Charli xcx. The global announcement exploded across social channels and became the best-performing social activity the brand has ever seen. In the weeks following, there was a spike in consumer engagement for launch markets[2] and a +130%[3] increase in searches for ‘Smirnoff’ across the world – from Brazil to Australia - as the moment kicked off an exciting multi-year partnership with one clear aim – to get people out, get people together and get people to Go OFF.

This latest installment in the CVO story introduces fans to Smirnoff Vibes HQ, an idyllic coastal compound in the sun - the perfect setting for the meticulous monitoring of vibes, mood measurement and other very important research. Equipped with a temp-controlled Smirnoff ICE room, a dimly lit break-out room and open-air team briefings – we pick up with Troye as he is busy ‘working’, before he’s called to check on the Smirnoff ICE in storage (fear not... it’s chill) and kick off a very professional productivity check-in with his office sirens.

To coincide with the latest update, Troye and Smirnoff are launching a playful briefcase drop in Troye’s hometown when in the US, Los Angeles. The activation, taking place on October 2^nd, aims to bring people aged 21+ together for the ultimate IRL hang with friends ahead of International Vodka Day on October 4th. Cryptic clues and hints from Troye and Smirnoff will begin to drop over the coming days on Instagram – leading fans to pick up their own CVO briefcase in iconic spots around L.A. Inside, the potential winners will find a personalized video from Troye and can claim their prize of tickets for a CVO-mandated weekend in Palm Springs – think sunshine, lo-fi chill and the highest of vibes.

Stephanie Jacoby, SVP Global Vodkas, said:

Bringing people together has been at the heart of everything we have done at Smirnoff for many years, and this shines through in our partnership with Troye. This call to action continues to be front and center for us and we’re excited to build on our CVO universe with the introduction of Vibes HQ and look forward to bringing it into the real world for the first time. We’re thrilled to be joining forces with him this International Vodka Day to bring the vibes from Vibes HQ straight to L.A. for this playful briefcase hunt that we hope will bring people together and get the plans out of the group chat and into real life – something we all crave.”

With an annual performance review on the horizon, Troye has delivered some 10/10 results in his role as CVO so far – a headline tour across Australia with Smirnoff Club Rush afterparties in Melbourne and Sydney, sharable Out Of Office content ahead of the festive holidays, a Vibe Check with fans ahead of his headline slot at World Pride Music Festival in DC earlier this year and some iconic Friday work memos showcasing his elite vibes and CVO energy.

Troye Sivan, Chief Vibes OFFicer of Smirnoff, added:

“When I joined forces with Smirnoff last year it was to create special moments by getting people together. We’ve had such a fun (almost) year of doing just that, all around the world. This briefcase drop is a great opportunity for us to invite people in and connect with their friends, bringing them into this tongue-in-cheek world that we’ve created together – I’m excited for what’s to come!”

The latest installment of the CVO story was once again led by youth culture powerhouses Dazed Studio with Director Hannah Lux Davis alongside Director of Photography Jake Hunter and leading stylist to the stars, Marc Forne?.

Rachel Effendy, Dazed Studio Contributing Executive Creative Director, said:

"Our creative strategy was born from a single principle: entertainment as the vehicle of brand connection. Together with Smirnoff's global team, Dazed Studio wanted to build a world embedded with real joy that didn't settle for a fleeting cultural moment. We did this by developing a lasting narrative around the "Chief Vibes Officer" to give Smirnoff and Troye Sivan a universe to play in.

In season 2, you will see that the expanding story allows us to communicate brand values in a more compelling, multi-dimensional way. And as Smirnoff’s CVO world grows, so does the conversation and connection, turning passive consumers into engaged fans."

Since 1864, Smirnoff has been a brand for everyone - aiming to boldly champion the power of the collective, celebrating the magic that’s created when different people, ingredients and flavors come together. Troye shares this same spirit with his dedication to creating safe and celebratory environments for his fans, and the joy that he radiates around the world. This next installment in the partnership continues to build an exciting alliance between Troye and Smirnoff, with the cultural needle shifting firmly towards fun.

The new content will run over the coming months in key markets such as the USA, UK, Brazil and Australia alongside a suite of cutdowns and stills which will focus on classic Smirnoff 21 vodka cocktails and Smirnoff ICE, with more IRL appearances and events in the works – watch this space.

More details on the briefcase drop coming soon via @smirnoff on Instagram.