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This spring, Iceberg Vodka’s most talked-about move wasn’t a product push — it was a question. Over seven weeks, the Canadian challenger brand asked audiences a deceptively simple prompt: “What does it mean to be Canadian?” Then it stepped back and let real people answer. They did, by 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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