Diageo has readied the latest activity from the ‘We Do We’ marketing campaign for vodka flagship Smirnoff.
Australian singer & actor Troye Sivan has been recruited by the brand owner to front ‘Go Off’, which breaks in “20+” markets this week. The push comprises an ad that is appearing on social media platforms, backed by out-of-home, digital and in-store presence.
Related event activations will also feature in countries including Australia, Brazil, India and the UK.
‘We Do We’ was unveiled by Diageo in June last year, framed at the time as Smirnoff’s “biggest platform shift in more than a decade”.
Sivan, 29, has released three albums and is about to kick off the Australia and New Zealand leg of a world tour. With 22.6m monthly listeners on Spotify, he also featured on the latest album by Charli xcx.
In the 12 months to the end of June, when Diageo saw group sales come in flat on the corresponding period a year earlier, Smirnoff’s sales dipped 3% on a 7% fall in volumes.
