Smirnoff ICE, a brand of Diageo North America, has partnered with pop star Troye Sivan to unwrap and remix the holidays: less tradition, more vibes. From a new digital series, fun gift sets and pop-up samples across the country, the pair are making one thing clear: holidays hit differently when you actually enjoy them. 

The holiday festivities kicked off leading into Thanksgiving and aren’t slowing down. “Snowed in with Troye Sivan” features the “Rush” singer in his studio attempting to write the next holiday anthem but is trapped by a blizzard. 

“I love how Smirnoff ICE always finds the fun in everything — it’s what makes this partnership such a blast,” Sivan said in a statement. “Everyone’s holiday season has its twists, and that’s the magic of it. We just wanted to lean into that.”

But the fun doesn’t stop when the snow melts, the brand says. Smirnoff ICE is adding a few festive surprises into the mix this season to keep the holiday spirit going, including gift boxes, sampling events and consumer drops. 

The gift box looks like a hair dryer. But it is just a disguise and contains a bottle of Smirnoff ICE. Pop-up events are hitting select stores across the country, featuring the gift boxes and some of the top Smirnoff ICE flavors. One hundred fans can snag their own boxes by signing up to get the scoop on the exclusive drop. 

“This season is all about good vibes, big laughs and making festive moments count,” said Fergus McCarthy, director of Smirnoff ICE, in a statement. “Whether it’s the holiday hits that never get old or the surprises that spark new memories. 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, from sampling events to our not-what-they-seem gift boxes, with Smirnoff ICE adding that little touch of mischief to the holidays.”