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

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.

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