(Photo: Diageo)
Fresh off the "Sweat" tour co-headlined by Charli xcx, pop star Troye Sivan has signed a multi-year deal with Smirnoff Vodka to become the brand's "Chief Vibes Officer." And what does that role entail, you may ask?
The Grammy-nominated singer has been recruited for a marketing campaign that sees him sit down with the press — literally. In the inaugural video, Sivan fields questions from journalists about his new role at the company, insisting that his main objective is to see everyone "Go Off."
Martinis at lunch? "Go off." Calling my ex 87 times? "Go off." Going skinny-dipping with co-workers? "No comment." The video goes on with the aplomb of a fake news conference before Sivan dons sunglasses and takes off with cocktail in hand.
“For me, Smirnoff has always been omnipresent – whether it’s at house parties, backstage at shows, or nights out with friends," Sivan remarked in a news release. "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.”
https://www.youtube.com/watch?v=CtHHEdx4LPU
The liquor brand recruited a laundry list of creatives to assemble the campaign behind the scenes. Notable names included Hannah Lux Davis, a prolific music video director who's worked with the likes of Ariana Grande, Katy Perry and Miley Cyrus, as well as director of photography Ben Carey, an alum of advertising campaigns for Nike and Kim Kardashian's Skims. Outfits were styled by Marc Forne, who oversaw Sivan's wardrobe for his upcoming solo world tour.
Smirnoff hasn't given any hints on future plans for the "Go Off" campaign, though the brand will reportedly sponsor Sivan's tour appearances in Australia and Melbourne with exclusive afterparties and signature cocktails. Known for its near-limitless variety of flavored expressions, Smirnoff was reportedly the best-selling vodka brand of 2023 with a total of 26 million cases shipped worldwide. The brand is owned by Diageo, the British firm behind Johnnie Walker, Casamigos and Don Julio.
Sivan is not the first celebrity to be appointed an honorary role on behalf of a spirits brand. If anything, it's become something of an unsaid tradition in recent years. "Gen V" and "The Staircase" star Patrick Schwarzenegger signed on with Ketel One Vodka earlier this month to become its "Spirit Advisor"; in April, country singer Walker Hayes joined forces with Athletic Brewing Co. as its "Chief Fancy Officer."
“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," Stephanie Jacoby, SVP Global Vodkas, added. "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."
