.png)
Vodka advertising felt stale. The whole category traditionally leaned on surface-level “party” tropes that failed to resonate with younger audiences seeking depth and connection. Iceberg had to:
Reignite brand awareness without the media or financial war chest of its multinational rivals.
Prove cultural relevance to a generation drifting toward trendier categories.
%201.png)
.png)
A story worth sharing
King Street Media opened the engagement with a four-week Strategic Intensive covering consumer research, creative concepting, media blueprinting, analytics architecture, and financial modeling. The insight: Iceberg’s edge was not louder messaging but deeper meaning.
“Foraging Deeper Connections”—a creative platform inviting people to move beyond shallow socializing and cultivate empathy, love, and authentic bonds.
1:30 cinematic spot dramatizing intimate moments of real friendships & partners.
Hand-picked lifestyle creators who embodied “meaningful connection,” prompting their followers to share personal stories.
Short, high-intensity bursts across paid social, YouTube, and influencer feeds—timed to generate conversation then let earned media carry the narrative.
Press hooks crafted for food-and-bev editors; campaign assets delivered in ready-to-run press kits.
Impressions
Unique Canadians Reached
Total Engagements
Traffic to Iceberg Social Channels
Earned-Media Hits
Only vodka brand posting positive rolling 3-month sales growth during the flight
Although originally scoped for awareness, the momentum translated into measurable sell-through increases, making Iceberg the single growth standout in its segment over the quarter.
