Smirnoff and Troye Sivan Unveil Vibes HQ and Launch ‘Briefcase Drop’ Scavenger Hunt Ahead of International Vodka Day

A Playful New Campaign Turns Los Angeles Into a Treasure Map

Smirnoff, the world’s leading vodka brand, has joined forces with Troye Sivan, global pop superstar and the brand’s Chief Vibes OFFicer (CVO), to roll out a bold new activation: the Briefcase Drop scavenger hunt across Los Angeles. Designed to get people out of group chats and into real life hangouts, this campaign builds excitement for International Vodka Day on October 4, 2025.

Fans in Los Angeles will soon find themselves solving clues, teaming up with friends, and hunting down hidden briefcases for exclusive rewards — all while celebrating Troye Sivan’s playful take on corporate culture at Smirnoff Vibes HQ.

The Rise of Smirnoff’s Chief Vibes OFFicer

In November 2024, Troye Sivan was appointed as Chief Vibes OFFicer for Smirnoff, kicking off a multi-year partnership rooted in one mission: to create memorable group experiences. The collaboration quickly made waves. From Smirnoff Club Rush afterparties during Troye’s headline tour in Australia, to quirky Out Of Office holiday content, to vibe checks before his music festival appearances, Sivan has consistently embodied the campaign’s ethos and bringing people together in fun, accessible, and lighthearted ways.

The introduction of Vibes HQ marks the next stage in this journey. Portrayed as a sun-soaked coastal headquarters, Vibes HQ is Troye’s tongue-in-cheek world of “corporate” vibes — complete with a Smirnoff ICE room, breakout spaces, and productivity check-ins. Through videos, memes, and content drops, fans get a glimpse of Troye balancing mock-serious office duties with fun, high-energy celebrations.

What Is the Briefcase Drop?

The Briefcase Drop scavenger hunt is Smirnoff’s latest activation, running in Los Angeles on October 2, 2025. Fans (21+) will receive cryptic clues from Troye, his crew, and the official @Smirnoff Instagram account, leading them to iconic spots around the city.

Here’s how it works:

Step 1: Follow the Clues – Participants must stay tuned to Instagram stories and posts where hints are revealed.
Step 2: Bring Your Crew – To claim a prize, fans need a registered crew of three people, all 21+.
Step 3: Find the Briefcases – Three exclusive briefcases will be hidden in different Los Angeles locations.
Step 4: Claim the Rewards – Inside each case, winners will unlock a personalized video message from Troye Sivan and secure entry to the Smirnoff Vibes HQ Weekend in Palm Springs (Nov 15–16, 2025).

The Palm Springs getaway promises a CVO-approved weekend of sunshine, lo-fi vibes, and unforgettable experiences.

Troye Sivan’s Role in the Campaign

Troye Sivan isn’t just the face of the campaign and he’s shaping its creative identity. As CVO, Troye is known for his playful, offbeat style of leadership. His role includes delivering “office memos” filled with witty one-liners, filming parody-style corporate check-ins, and dropping behind-the-scenes clips that blur the line between brand content and entertainment.

On the launch of the Briefcase Drop, Troye shared his excitement:

“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!”

Troye’s influence ensures that the campaign feels authentic, playful, and culturally relevant, resonating with his fanbase while introducing Smirnoff to new audiences.

Smirnoff’s Commitment to Togetherness

The campaign is more than a scavenger hunt and it’s a strategic move to emphasize Smirnoff’s brand values. According to Stephanie Jacoby, SVP Global Vodkas:

“Troye has done a fantastic job as our CVO over the past year and is really ramping up his action plan as we get closer to his annual performance review. 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.”

This focus on real-life interaction is key to Smirnoff’s strategy, especially in a digital-first world where group chats often replace real gatherings. By bridging URL to IRL, Smirnoff is reminding consumers of the joy of spontaneous, in-person experiences.

Why the Briefcase Drop Matters

The Briefcase Drop scavenger hunt represents more than a marketing stunt. It highlights several important cultural trends:

Experiential Marketing – Fans don’t just consume content; they participate in it, creating deeper brand loyalty.
Celebrity Partnerships – Troye Sivan’s authentic voice and global reach amplify the campaign’s appeal.
FOMO Culture – Limited-time, exclusive events drive urgency and social media buzz.
Community Building – By requiring a crew of three, the campaign emphasizes teamwork and togetherness.

This blend of entertainment, exclusivity, and social connection makes the event a standout in modern brand activations.

Looking Ahead: The Future of Vibes HQ

The Vibes HQ storyline is just beginning. In the coming months, fans can expect more content drops across digital, social, and OOH platforms in major markets including the USA, UK, Brazil, and Australia. Recipe content, behind-the-scenes clips, and continued updates from Troye will extend the life of the campaign beyond International Vodka Day.

And while the Palm Springs weekend promises a highlight for winners, Smirnoff and Troye’s collaboration suggests that more creative surprises lie ahead. With Troye set to oversee additional activations and playful “CVO projects,” the partnership seems destined to keep the vibes alive into 2026 and beyond.

Final Thoughts

The Smirnoff and Troye Sivan Briefcase Drop perfectly embodies the modern blend of celebrity culture, interactive experiences, and brand storytelling. By framing Troye as a quirky corporate leader at Vibes HQ, Smirnoff delivers an entertaining narrative that keeps fans engaged while emphasizing its mission: bringing people together.

For fans in Los Angeles, October 2 is set to be a day of exploration, teamwork, and rewards — with Troye Sivan’s playful energy guiding the way. For Smirnoff, it’s another powerful step in redefining how global brands connect with audiences in meaningful, memorable ways.