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Iceberg Spotted at Cape Town?

by Brett M. Christensen


Circulating photographs and videos purportedly depict an iceberg floating in the ocean near Cape Town, South Africa.

Brief Analysis

The videos and photographs do not depict a genuine iceberg in Cape Town. The supposed Cape Town iceberg is in fact part of a viral marketing campaign for South African based fruit beverage maker Liqui-Fruit.


Subject: FW: Iceberg spotted in Cape Town!! Global warming?

This must be the first time ever that an Iceberg was spotted in Cape Town South Africa

Cape Town Iceberg 1

Cape Town Iceberg 2

Cape Town Iceberg 3

Cape Town Iceberg 4

Cape Town Iceberg 5

Cape Town Iceberg 6

Cape Town Iceberg 7

Global warming?


Detailed Analysis

Circulating photographs and videos that appear to show an iceberg offshore at Cape Town, South Africa have generated quite a buzz online. Of course, the arrival of an iceberg in that particular part of the world would certainly be a newsworthy event.

However, the truth is less intriguing. The images and video are in fact part of a viral advertising campaign created for South African based fruit beverage maker Liqui-Fruit. The campaign, part of Liqui-Fruit’s Summer Meltdown promotion, was created by South African ad agency, Liquorice.
An article about the campaign on the Memeburn website explains:

In fact, it was all CGI-footage and there never was any real iceberg off Clifton.

The campaign was launched by Liqui-Fruit as part of their “Summer Meltdown” which will see 100 activation points all over the country, in the form of icebergs, where people can gather, take pictures of themselves, win prizes and generally be part of the Liqui-Fruit lifestyle.

Details of the full marketing campaign remain vague at this point, which is probably due to the fact that the brand was hoping to keep it mysterious for a little while longer, while they worked on the plan.

The videos and images of the “iceberg” were apparently intended to generate interest and discussion before the release of the full ad, which can be viewed in the following YouTube video:

In recent years, a number of companies have used the “viral video” method to effectively – and inexpensively – promote their products and services. Earlier in 2010, a widely circulated video supposedly showing the new sport of Liquid Mountaineering turned out to be a viral ad for footwear company Hi-Tec. In 2009, another viral video supposedly showing a man rocketing down a giant water slide was later revealed to be an advertising campaign for a Microsoft product. And, in 2008, another famous viral video that appeared to show corn being popped by the radiation from mobile phones was in fact a clever ad for Bluetooth headsets.

Importance Notice

After considerable thought and with an ache in my heart, I have decided that the time has come to close down the Hoax-Slayer website.

These days, the site does not generate enough revenue to cover expenses, and I do not have the financial resources to sustain it going forward.

Moreover, I now work long hours in a full-time and physically taxing job, so maintaining and managing the website and publishing new material has become difficult for me.

And finally, after 18 years of writing about scams and hoaxes, I feel that it is time for me to take my fingers off the keyboard and focus on other projects and pastimes.

When I first started Hoax-Slayer, I never dreamed that I would still be working on the project all these years later or that it would become such an important part of my life. It's been a fantastic and engaging experience and one that I will always treasure.

I hope that my work over the years has helped to make the Internet a little safer and thwarted the activities of at least a few scammers and malicious pranksters.

A Big Thank You

I would also like to thank all of those wonderful people who have supported the project by sharing information from the site, contributing examples of scams and hoaxes, offering suggestions, donating funds, or helping behind the scenes.

I would especially like to thank David White for his tireless contribution to the Hoax-Slayer Facebook Page over many years. David's support has been invaluable, and I can not thank him enough.

Closing Date

Hoax-Slayer will still be around for a few weeks while I wind things down. The site will go offline on May 31, 2021. While I will not be publishing any new posts, you can still access existing material on the site until the date of closure.

Thank you, one and all!

Brett Christensen,