A Canadian sex toy maker took the most talked about iceberg on the internet and turned it into a product. The Dickie Berg is a dildo shaped like a phallic iceberg that floated off Newfoundland, and all of its profits are pledged to fighting climate change.
The Iceberg Everyone Was Laughing At
On April 27, 2023, photographer Ken Pretty flew his drone over Conception Bay near Harbour Grace, Newfoundland, and captured an iceberg with an unmistakable shape. It had drifted past Pretty’s hometown, which happens to be called Dildo.
He posted the photos on Facebook, and they spread worldwide, with coverage reaching as far as Thailand and Taiwan. Locals nicknamed it the “dickie berg.” “I knew I’d get a lot of comments, but I didn’t expect this much,” Pretty told Saltwire. The iceberg collapsed the day after he photographed it.
The Joke Behind the Melt
Under the jokes, some commenters pointed out what had shaped the iceberg. Melting ice, driven by rising temperatures, had carved it into the form that made the internet laugh.
DeeVa Toys, a Quebec sex toy maker, saw a way to use the laughter. Working with agency Zulu Alpha Kilo, it built a campaign around a simple question, “Have you heard of the Dickie Berg?”
“We created The Dickie Berg to bring attention to this in a lighthearted way,” said Tom Ashcroft, president of DeeVa Toys.
Matching It Right Down to the Tip
The product is modelled on the real iceberg, matching its shape “right down to the tip.” It is made from soft, environmentally friendly materials that are free of phthalates, chemicals often found in cheaper sex toys.
The toy was sold through its own website and on Indiegogo, where the crowdfunding campaign raised money to put it into production.
Where the Money Goes
DeeVa pledged 100% of the profits to nonprofits fighting climate change. According to Strategy, the money was directed through Extinction Rebellion.
Early traction was modest. When Strategy reported on the launch, the Indiegogo campaign had 12 backers. The bigger return was attention, as a product that most outlets would never ordinarily cover gave them a reason to write about melting ice.
“We recognised a great opportunity to raise awareness and funds to combat climate change in a cheeky way,” said Lisa Walton-Rixon, business group director at Zulu Alpha Kilo.
The Team Behind It
Zulu Alpha Kilo’s team was led by creative chairman Zak Mroueh and chief creative officers Brian Murray and Jenny Glover. Associate creative directors Ivan Mallqui and Michael Romaniuk handled art direction, Marco Buchar wrote the copy and Meredith Ferguson led strategy.
Climate campaigns usually ask people to look at melting ice and feel guilty. DeeVa asked them to laugh at it first, and then remember why it was melting.
Campaign Name: Have You Heard of the Dickie Berg?
Agency Name: Zulu Alpha Kilo
Brand Name: DeeVa Toys
Location: Canada (May 2023)
