This spring, Iceberg Vodka’s biggest moment wasn’t a product push — it was a question. Over seven weeks, the Canadian challenger brand asked a deceptively simple one: “What does it mean to be Canadian?” Then it stepped aside and let real people answer, in the hundreds of thousands. ```
Who's behind the campaign?
Over seven weeks this spring, Iceberg Vodka skipped the product pitch and asked one question. The comments section turned into a national conversation, with more than a quarter of a million people joining in.
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