Campaign Overview

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The Problem

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:

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Reignite brand awareness

Reignite brand awareness without the media or financial war chest of its multinational rivals.

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Prove cultural relevance

Prove cultural relevance to a generation drifting toward trendier categories.

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Strategic Solution

Campaign Concept

“Foraging Deeper Connections”—a creative platform inviting people to move beyond shallow socializing and cultivate empathy, love, and authentic bonds.

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Hero Film

1:30 cinematic spot dramatizing intimate moments of real friendships & partners.

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Micro-Influencers

Hand-picked lifestyle creators who embodied “meaningful connection,” prompting their followers to share personal stories.

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Omni-Channel Pulse

Short, high-intensity bursts across paid social, YouTube, and influencer feeds—timed to generate conversation then let earned media carry the narrative.

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Earned-Media Magnet

Press hooks crafted for food-and-bev editors; campaign assets delivered in ready-to-run press kits.

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Outcomes & Impact

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15 publications (incl. Strategy Magazine feature)

Earned-Media Hits

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Category Growth

Only vodka brand posting positive rolling 3-month sales growth during the flight

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Unexpected win

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.

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