Smirnoff and Troye Sivan Team Up for an Exciting Vodka Day Treasure Hunt in LA

Smirnoff and Troye Sivan Kick Off an Exciting Treasure Hunt!

On September 23, 2025, Smirnoff, the world's leading vodka brand, announced an engaging treasure hunt called the "Briefcase Drop," spearheaded by pop sensation Troye Sivan. This event is designed to bring people together just in time for International Vodka Day, which takes place on October 4. The hunt invites participants to embrace the spirit of fun and connection, making memories with friends in real life (IRL).

The Details of the Briefcase Drop

Set in Los Angeles, a city synonymous with entertainment and camaraderie, the treasure hunt will kick off on October 2. Participants, aged 21 and over, will scour iconic locations in LA for hidden briefcases. Each briefcase holds a unique opportunity: inside, winners will discover a personalized video from Troye and a chance to win a weekend getaway in Palm Springs, designed around the vibe of relaxation and enjoyment.

Meet the Chief Vibes OFFicer

Troye Sivan, who was appointed Chief Vibes OFFicer (CVO) of Smirnoff in November 2024, is thrilled to share this unique experience with fans. As CVO, Troye has worked tirelessly to create events and content that encourage individuals to come together and celebrate life. From Australian tours coupled with Smirnoff after-parties to engaging fan interactions at the World Pride Music Festival, Troye’s contributions have fostered unforgettable moments, exemplifying his commitment to uplifting people’s spirits.

Behind the Scenes at Vibes HQ

The promotional material includes a glimpse into the lighthearted life of Smirnoff’s Vibes HQ, where Troye humorously portrays the day-to-day operations of a CVO. Bedecked with a Smirnoff ICE temperature-controlled room, lounge spaces designed for optimal vibes, and outdoor meetings, the HQ sets the stage for creativity and joviality. Stephanie Jacoby, SVP of Global Vodkas, remarked on Troye’s outstanding performance and noted the excitement surrounding this unique treasure hunt.

What Participants Can Expect

As participants embark on this adventurous quest, they’ll encounter coded clues left by Troye, his team, and the official Smirnoff Instagram account. The treasure hunt encourages teamwork as participants will need to collaborate to decode the messages and find the briefcases. This initiative aligns with Troye’s vision of creating special moments that spark genuine interactions among friends. Troye expressed, “This briefcase drop is a great opportunity for us to invite people to connect with their friends and experience the humor-filled world we've created together!”

Join the Fun!

To participate in the Briefcase Drop, teams must comprise three members, all 21 years or older. Registration is required before joining the hunt, and a valid Instagram account will be necessary to access the clues. No purchase is needed. This exciting event is exclusive to the Los Angeles area, ensuring a localized and communal experience.

This treasure hunt not only highlights the collaboration between Smirnoff and Troye Sivan but also exemplifies a fresh perspective on how brands can engage with their audience. It is all about creating genuine experiences that resonate in today’s interconnected world.

As the countdown to International Vodka Day begins, the anticipation for this treasure hunt grows. Fans of Troye Sivan and vodka lovers alike are encouraged to join in on the fun. Keep an eye on the @smirnoff Instagram account for more updates and clues. Who knows? You might be the one to uncover the ultimate prize!