Smirnoff ICE cast Australian singer/songwriter Troye Sivan in
its new digital series.
Born Social handled content and creative for the campaign, while Starpower handled the creator partnership.
The series, geared to younger millennials
and Gen Z, is running on @Smirnoff on Instagram and the
brand's YouTube page.
"Snowed in with Troye Sivan" features the singer in his studio trying to write the next holiday anthem
— until a blizzard traps him and his friends inside. There's also a separate short here.
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“I love how Smirnoff ICE always
finds the fun in everything — it’s what makes this partnership such a blast,” said Sivan. “Everyone’s holiday season has its twists, and that’s the magic of it. We
just wanted to lean into that.”
In addition to the digital work, pop-ups are being featured in select stores nationwide, featuring Smirnoff ICE gift bxes. In addition, 100
fans can snag their own boxes if they sign up. The giveaway starts Dec. 10 on/about 12:00 p.m. ET & ends 12/12 at 9:00 a.m. ET.
Fergus McCarthy, director of Smirnoff ICE, added: “Troye Sivan just gets it, delivering the exact holiday chaos you want to be part of. That energy carries through everything else we’re
doing.”
Smirnoff was founded in Moscow in 1864, becoming the official vodka of the Imperial Court by 1886. After the Russian Revolution, the family fled to France. In the 1950s,
with new American owners, vodka became part of cocktail culture. Now owned by liquor giant Diageo and produced in 16 countries.