This week, Smirnoff, the world’s number one vodka brand, gave fans a glimpse into a day in the life of Troye Sivan, Chief Vibes OFFicer at Smirnoff, with a tongue-in-cheek tour of Smirnoff Vibes HQ.
The moment marks the next instalment of the Chief Vibes OFFicer story, picking up with global pop sensation Troye Sivan, who was appointed CVO last November.
(Legally we have to say that ‘Chief Vibes OFFicer’ is not a real title, and Vibes HQ is not a real place of work – both are used solely for promotional purposes – please do not tell Troye…)
We were delighted to work with the Smirnoff team across planning and global comms for the campaign, with launch interviews secured in Nylon, Dazed and Attitude, helping to continue to bring the Smirnoff x Troye Sivan partnership to life.
And there’s plenty more exciting things to come – the new activity also includes a briefcase drop in Los Angeles, Troye’s hometown when in the US, encouraging everyone to take their plans out of the group chat to meet IRL for the ultimate group hang (21+). Dropped in iconic spots across LA, fans (21+) will piece together clues shared from Troye and Smirnoff to find the briefcases – inside, the potential winners will find a personalized video from Troye and can claim their prize including a CVO-mandated weekend in Palm Springs – think sunshine, lo-fi chill and the highest of vibes.