Iceberg Vodka Chooses Bob’s Your Uncle
by Bob Froese • Founder & CCO
December 6, 2025
Iceberg Vodka Chooses Bob’s Your Uncle
A Canadian vodka brand with world-class ambition found a Canadian agency with challenger-brand instincts.
Iceberg Vodka selected Bob’s Your Uncle as its creative AOR to help the brand grow in a highly competitive, craft-driven spirits market.
Coverage
Strategy — “Iceberg Vodka chooses Bob’s Your Uncle”
URL: https://strategyonline.ca/2014/04/24/iceberg-vodka-chooses-bobs-your-uncle/
“Bob’s Your Uncle has been tasked with helping Iceberg Vodka… grow in a hotly contested market.”
“Robert Froese… says Iceberg is a brand with great potential — a mid-sized client for the shop, alongside Popeyes, Second Harvest and Catelli.”
“The new creative will differentiate the brand by focusing on its craft credentials, including vodka made from 20,000-year-old icebergs.”
Why This Matters
This partnership highlights BYU’s ability to scale challenger brands in categories dominated by global giants.
1. Authentic craft story
Harvesting water from ancient icebergs isn’t a gimmick — it’s a brand truth waiting to be elevated.
2. Canadian brand × Canadian agency
Iceberg valued a partner who understood national culture, national identity, and national taste.
3. A brand with global reach
Iceberg was already selling in 22 countries. BYU’s task was to give it the creative firepower to grow bigger.
4. A historic category return
For Froese — who helped launch Mike’s Hard Lemonade — this marked a return to beverage innovation.