Bros Icing Bros: A Viral Game With Brand Challenges

Bros Icing Bros: A Viral Game With Brand Challenges

A new meme is gaining significant traction poses questions for the Smirnoff brand.

Paloma M. Vazquez
  • 25 may 2010

The Smirnoff brand is the subject of an underground game called “Bros Icing Bros“. The now viral activity involves a person presenting a friend (err, “bro”) with a Smirnoff Ice which they must then and there – regardless of time, location or context – take on bended knee and chug the entire bottle. The exception is if that friend himself (or herself) is carrying a Smirnoff Ice – in that case, the original presenter must chug both “Ices”.

The viral game is represented by both a website and Twitter feed. While the game has quickly spread – from commodities traders at Goldman Sachs to the offices of Wieden + Kennedy, and to a website compiling images of various “bros getting iced” – it’s very unclear whether this attention and coverage was commissioned and sanctioned by Smirnoff, or entirely consumer-generated unbeknownst to the brand.

While some may argue that the old adage – any press is good press, and certainly better than no press (except for BP) may apply here, there are a few potentially damaging implications to the press generated by Bros Icing Bros. If it is revealed that Smirnoff was cognizant of the viral video, it will have the notions of overconsumption of alcohol, driving under the influence (at least one photo of a “bro” getting iced while in a car is making the rounds) and even some not-so-friendly gestures of said bros giving their photographer the finger to explain to the media and trade groups. Having these strikes against them may not be justified by the short-term sales spikes generated by the game over the summer.

Maybe Smirnoff should consider issuing a statement regarding its involvement (or lack thereof) before the publicity turns negative; despite its seemingly harmless humor.

Bros Icing Bros


Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Technology Today

Microsoft’s New E-Paper Sticky Note Runs On Ambient Light

Researchers have developed the first e-ink display powered entirely by office bulbs

Sustainability Today

Modern Home Created Entirely Out Of Modular Shipping Crates

A project in Ecuador used the ubiquitous material to design a spacious and industrial-chic house


Get PSFK's Related Report: Future of Automotive

See All
Retail Today

Retail Concept Offers Food Hall Inspired Space For Online Brands

The store will offer a lower cost way for internet entrepreneurs to try physical retailing

Advertising Today

Disney Retells Beauty And The Beast On Snapchat

In a partnership with LACMA, the entertainment platform drew from over 130,000 works in the museum's collection

Automotive Today

Honda Has 3D Printed A Fully Electric Minivan

The car manufacturer partnered with product developer Kabuku to create the small versatile vehicles

Innovation Yesterday

After The Initial Success Of AR Gaming, What Does The Future Hold?

With Pokemon GO earning up to $10m a day, R&D departments are busy searching for the next phase

Arts & Culture Yesterday

The Next Great Art Movement Will Come At The Swipe Of A Finger

An improved app, optimized digital display and monthly art discovery service round out Electric Objects' renewed commitment to democratizing the art world


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 24, 2016

Community Builder: How to Hack Slack

Claire Wasserman, Founder of Ladies Get Paid, describes how she's using an internal team communication tool to build a network of thousands

PSFK Labs Yesterday

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Media & Publishing Yesterday

A TV Streaming Service Is Designed Just For Kids

Toca TV is a new platform offering thousands of original and curated children's videos for a monthly subscription fee

Travel Yesterday

Bus Stop Transformed Into A Fitness Station For Commuters

Sports drink company Lucozade live-streamed an athletic trainer working out at a stop in Manchester to encourage travelers to get moving

Beauty Yesterday

Shiseido And Microsoft Have Created A Makeup Filter For Women Who Telecommute

The Japanese cosmetic company built an augmented reality app that works alongside Skype for Business

Mobile Yesterday

Samsung Is Using AR To Help Beachgoers Stay Safe

Pocket Patrol utilizes a phone's camera to promote beach safety and educate people about hidden hazards

Retail Yesterday

Exchange Your Old Razors For New Ones At This Bartershop

The subscription-based shaving company lets customers trade their unwanted razors for Harry's brand steel at a temporary New York pop-up

Food Yesterday

A Brewer Has Created The Most Expensive Chips To Snack On

St. Eriks Brewery created crisps made from rare mushrooms to go with its artisan beer, donating all proceeds to charity

Op-Ed Yesterday

Marketing Experts: Millennials And The Power Of Cool

'Good Is The New Cool' Authors Afdhel Aziz and Bobby Jones share their 7 principles for branding with a social impact

No search results found.